Marcos Campomar | Universidade de São Paulo (original) (raw)
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Papers by Marcos Campomar
This article approaches the kids market, focusing on the Bottom of the Pyramid. A case study is d... more This article approaches the kids market, focusing on the Bottom of the Pyramid. A case study is developed within the toy industry. Because few studies have been developed on this subject (kids marketing), the option of this study is to focus on basic marketing strategies, market segmentation and positioning. Results exemplify how can a company structure its marketing strategy in order to have a clear focus on a given segment of the kids market.
FGV-EAESP/RAE-eletrônica. Todos os direitos reservados. Permitida a citação parcial, desde que id... more FGV-EAESP/RAE-eletrônica. Todos os direitos reservados. Permitida a citação parcial, desde que identificada a fonte. Proibida a reprodução total. Em caso de dúvidas, consulte a Redação:
Revista de Administração, Nov 8, 1982
pela FEA-USP e Prof, de Marketing da Faculdade Anhembi Este estudo teve por fmalidade avaliar o i... more pela FEA-USP e Prof, de Marketing da Faculdade Anhembi Este estudo teve por fmalidade avaliar o impact© da telefonia rural no desenvolvimento socio-economico de algumas regioes doEstado de Sao Paulo, onde o sistema ja havia sido implantado ha alguns anos. A partir dos resultados apresentados, percebe-se que a introdugao da telefonia no meio rural contribuiu para melhorias significativas, tan to do ponto de vista social como economico.
Revista de Gestão em Sistemas de Saúde, Dec 4, 2018
LISTA DE QUADROS LISTA DE TABELAS LISTA DE ILUSTRAÇÕES 1 INTRODUÇÃO 1.1 Apresentação e justificat... more LISTA DE QUADROS LISTA DE TABELAS LISTA DE ILUSTRAÇÕES 1 INTRODUÇÃO 1.1 Apresentação e justificativa do estudo 1.2 Questão do estudo 1.3 Objetivo 1.4 Desenvolvimento do estudo 2 REVISÃO BIBLIOGRÁFICA 2.1 Características 2.2 O escopo de marketing 2.3 Divisão da função, filosofia e gerenciamento de marketing 2.4 Administração de marketing 2.5 Atividades de marketing 2.5.
Developments in marketing science: proceedings of the Academy of Marketing Science, 2019
Despite the increasing emerging countries’ share in global exports, this share in figures may sti... more Despite the increasing emerging countries’ share in global exports, this share in figures may still be considered relatively modest if we consider the potential of these countries. This paper has the purpose of conceptualizing and analyzing the decision process regarding brand equity in internationalization processes and the implications of the associations with the country brand. The internationalization process to emerging market companies is a critical variable to increase brand equity as stereotypes of the countries of origin strongly influence consumer reviews on products, as consumer ethnocentrism and social identity theory governs purchasing behavior. Despite the importance of the subject, there are still few papers theoretically approaching both subjects simultaneously to help managers and scholars understand the country of origin effect on the effort of increasing brand value in international markets.
Future Studies Research Journal: Trends and Strategies, Dec 30, 2014
The social networks have caused changes in the consumption habits and in the ways of relationship... more The social networks have caused changes in the consumption habits and in the ways of relationship among companies and consumers, emerging a more demanding and informed consumer. In this paper it is aimed to assess the social networks as a source of information for the purchase of goods or services. In the study it was applied a research of exploratory nature through the survey method, conducted through personal interviews using a questionnaire with closed-ended questions. The sample of non-probabilistic type was comprised of 200 individuals from a higher education institution of São Paulo State hinterland. The survey data were analyzed descriptively. Overall, the results showed the use of social networks as a source of information search, in which the main motive is the practicality. The results corroborate the studies of Kotler and Keller (2006) when they state that the consumer seeks information on social networks to help him in the purchase, as Edelman and Hirshberg (2006) when approaching the user confidence in their friends' opinion. For future works it is recommended to check what strategies and in what ways the companies could work in order to provide more detailed brought to you by CORE View metadata, citation and similar papers at core.ac.uk
Revista de Administração, Jul 30, 1984
Revista de Administracao Volume 19(3) iulho/setembro/84
Innovative Marketing (hybrid), Mar 26, 2017
Campomar (2009). Rational and emotional appeals in advertising of prescription medicines: study o... more Campomar (2009). Rational and emotional appeals in advertising of prescription medicines: study of a slimming drug in Brazil. Innovative Marketing , 5(4)
Resumo As micro, pequenas e médias empresas, em decorrência da globalização e suas imposições, vê... more Resumo As micro, pequenas e médias empresas, em decorrência da globalização e suas imposições, vêm buscando alcançar vantagem competitiva para sua sobrevivência no mercado. Muitas procuram associar-se em redes locais como clusters e arranjos produtivos locais para enfrentar a concorrência com grandes empresas. Este artigo estuda, por meio de ensaio teórico, as vantagens dessa associação registradas na literatura nacional e internacional. Foram detectadas 14 vantagens, que se dividem em vantagens de poder de aglomeração e de compartilhamento de atividades e processos. O arquétipo elaborado servirá de base para estudos empíricos, a fim de ilustrar sua adequação à realidade das empresas participantes desse tipo de rede.
This work had as main objective to verify how are the processes of segmentation and positioning b... more This work had as main objective to verify how are the processes of segmentation and positioning by companies inserted in the sports industry in Brazil and, if the processes used by the companies are the same found in the literature. To achieve this objective, some methodological procedures were performed. The first stage involved the review of the literature where we sought concepts of segmentation and market positioning and also, through the literature review, sought to understand which were the pillars involved in sports marketing.The second step involved a field research, and to achieve this, it was determined that the most appropriate way to develop this research, focusing on the main objective of this work, would be to develop a descriptive / exploratory, qualitative research and the technique used to data collection was an in-depth interview. Ten companies that produced sports articles were interviewed, which together represent approximately 68% of the sports industry in Brazil. The selection of the companies interviewed was by means of convenience and snowball sampling. For the analysis of the data obtained in the field research, a global analysis and a qualitative content analysis were performed. In general it has been possible to identify that the sports industry is an extremely competitive market and therefore, little information is disclosed in this market. Another point identified through this research is that the behavior of the companies in this industry is directly guided by the market leaders, in an "action and reaction" behavior where either the market leadership is sought or the GAPs left by the Market leaders, which become opportunities to other companies to act.
Revista de Administração, Feb 10, 1986
consorcio de exporta^ao como um agente dinamizador na transnacionaliza^ao da pequena e media empr... more consorcio de exporta^ao como um agente dinamizador na transnacionaliza^ao da pequena e media empresa brasileira: um estudo no Estado de Sao Paulo Este trabalho refere-se a identificagao da intensidade de uso dos instrumentos de marketing no processo de exportagao por Consorcios patrocinados pelo Centre Brasileiro de Apoio a Pequena e Media Empresa, atraves de seu Agente Estadual, o Centro de Apoio a Pequena e Media Empresa do Estado de Sao Paulo. Procura-se estudar estes Consorcios levando-se em conta sua estrutura, desempenho e problemas.
Revista Interdisciplinar de Marketing, 2020
O artigo teve como objetivo o levantamento de autores e periódicos relacionados com o tema Canais... more O artigo teve como objetivo o levantamento de autores e periódicos relacionados com o tema Canais de Marketing a partir de estudo bibliométrico. O procedimento consistiu de análise de artigos referentes ao tema, a partir da base de dados Web of Science abrangendo o período de 1980 a 2016, com a palavra-chave usada “Marketing Channels”; “Distribution channels”; “Channels of distribution”, e as variáveis utilizadas foram artigos sobre o tema, e delimitadas nas áreas de negócios, gerenciamento e economia. Isso gerou 289 documentos. A etapa seguinte constitui-se de avaliação relacionada aos periódicos, ano de publicação, autores e número de citação. O uso dos softwares VosViewer e CitNet Explorer permitiu a organização de grupos (cluster) baseados em co-citação, em uma perspectiva qualitativa. Com o uso do software BibExcel, foi possível analisar quantitativamente os dados bibliográficos e forneceu informações para Análise Fatorial Exploratória (AFE) com o uso do software estatístico SP...
This article approaches the kids market, focusing on the Bottom of the Pyramid. A case study is d... more This article approaches the kids market, focusing on the Bottom of the Pyramid. A case study is developed within the toy industry. Because few studies have been developed on this subject (kids marketing), the option of this study is to focus on basic marketing strategies, market segmentation and positioning. Results exemplify how can a company structure its marketing strategy in order to have a clear focus on a given segment of the kids market.
FGV-EAESP/RAE-eletrônica. Todos os direitos reservados. Permitida a citação parcial, desde que id... more FGV-EAESP/RAE-eletrônica. Todos os direitos reservados. Permitida a citação parcial, desde que identificada a fonte. Proibida a reprodução total. Em caso de dúvidas, consulte a Redação:
Revista de Administração, Nov 8, 1982
pela FEA-USP e Prof, de Marketing da Faculdade Anhembi Este estudo teve por fmalidade avaliar o i... more pela FEA-USP e Prof, de Marketing da Faculdade Anhembi Este estudo teve por fmalidade avaliar o impact© da telefonia rural no desenvolvimento socio-economico de algumas regioes doEstado de Sao Paulo, onde o sistema ja havia sido implantado ha alguns anos. A partir dos resultados apresentados, percebe-se que a introdugao da telefonia no meio rural contribuiu para melhorias significativas, tan to do ponto de vista social como economico.
Revista de Gestão em Sistemas de Saúde, Dec 4, 2018
LISTA DE QUADROS LISTA DE TABELAS LISTA DE ILUSTRAÇÕES 1 INTRODUÇÃO 1.1 Apresentação e justificat... more LISTA DE QUADROS LISTA DE TABELAS LISTA DE ILUSTRAÇÕES 1 INTRODUÇÃO 1.1 Apresentação e justificativa do estudo 1.2 Questão do estudo 1.3 Objetivo 1.4 Desenvolvimento do estudo 2 REVISÃO BIBLIOGRÁFICA 2.1 Características 2.2 O escopo de marketing 2.3 Divisão da função, filosofia e gerenciamento de marketing 2.4 Administração de marketing 2.5 Atividades de marketing 2.5.
Developments in marketing science: proceedings of the Academy of Marketing Science, 2019
Despite the increasing emerging countries’ share in global exports, this share in figures may sti... more Despite the increasing emerging countries’ share in global exports, this share in figures may still be considered relatively modest if we consider the potential of these countries. This paper has the purpose of conceptualizing and analyzing the decision process regarding brand equity in internationalization processes and the implications of the associations with the country brand. The internationalization process to emerging market companies is a critical variable to increase brand equity as stereotypes of the countries of origin strongly influence consumer reviews on products, as consumer ethnocentrism and social identity theory governs purchasing behavior. Despite the importance of the subject, there are still few papers theoretically approaching both subjects simultaneously to help managers and scholars understand the country of origin effect on the effort of increasing brand value in international markets.
Future Studies Research Journal: Trends and Strategies, Dec 30, 2014
The social networks have caused changes in the consumption habits and in the ways of relationship... more The social networks have caused changes in the consumption habits and in the ways of relationship among companies and consumers, emerging a more demanding and informed consumer. In this paper it is aimed to assess the social networks as a source of information for the purchase of goods or services. In the study it was applied a research of exploratory nature through the survey method, conducted through personal interviews using a questionnaire with closed-ended questions. The sample of non-probabilistic type was comprised of 200 individuals from a higher education institution of São Paulo State hinterland. The survey data were analyzed descriptively. Overall, the results showed the use of social networks as a source of information search, in which the main motive is the practicality. The results corroborate the studies of Kotler and Keller (2006) when they state that the consumer seeks information on social networks to help him in the purchase, as Edelman and Hirshberg (2006) when approaching the user confidence in their friends' opinion. For future works it is recommended to check what strategies and in what ways the companies could work in order to provide more detailed brought to you by CORE View metadata, citation and similar papers at core.ac.uk
Revista de Administração, Jul 30, 1984
Revista de Administracao Volume 19(3) iulho/setembro/84
Innovative Marketing (hybrid), Mar 26, 2017
Campomar (2009). Rational and emotional appeals in advertising of prescription medicines: study o... more Campomar (2009). Rational and emotional appeals in advertising of prescription medicines: study of a slimming drug in Brazil. Innovative Marketing , 5(4)
Resumo As micro, pequenas e médias empresas, em decorrência da globalização e suas imposições, vê... more Resumo As micro, pequenas e médias empresas, em decorrência da globalização e suas imposições, vêm buscando alcançar vantagem competitiva para sua sobrevivência no mercado. Muitas procuram associar-se em redes locais como clusters e arranjos produtivos locais para enfrentar a concorrência com grandes empresas. Este artigo estuda, por meio de ensaio teórico, as vantagens dessa associação registradas na literatura nacional e internacional. Foram detectadas 14 vantagens, que se dividem em vantagens de poder de aglomeração e de compartilhamento de atividades e processos. O arquétipo elaborado servirá de base para estudos empíricos, a fim de ilustrar sua adequação à realidade das empresas participantes desse tipo de rede.
This work had as main objective to verify how are the processes of segmentation and positioning b... more This work had as main objective to verify how are the processes of segmentation and positioning by companies inserted in the sports industry in Brazil and, if the processes used by the companies are the same found in the literature. To achieve this objective, some methodological procedures were performed. The first stage involved the review of the literature where we sought concepts of segmentation and market positioning and also, through the literature review, sought to understand which were the pillars involved in sports marketing.The second step involved a field research, and to achieve this, it was determined that the most appropriate way to develop this research, focusing on the main objective of this work, would be to develop a descriptive / exploratory, qualitative research and the technique used to data collection was an in-depth interview. Ten companies that produced sports articles were interviewed, which together represent approximately 68% of the sports industry in Brazil. The selection of the companies interviewed was by means of convenience and snowball sampling. For the analysis of the data obtained in the field research, a global analysis and a qualitative content analysis were performed. In general it has been possible to identify that the sports industry is an extremely competitive market and therefore, little information is disclosed in this market. Another point identified through this research is that the behavior of the companies in this industry is directly guided by the market leaders, in an "action and reaction" behavior where either the market leadership is sought or the GAPs left by the Market leaders, which become opportunities to other companies to act.
Revista de Administração, Feb 10, 1986
consorcio de exporta^ao como um agente dinamizador na transnacionaliza^ao da pequena e media empr... more consorcio de exporta^ao como um agente dinamizador na transnacionaliza^ao da pequena e media empresa brasileira: um estudo no Estado de Sao Paulo Este trabalho refere-se a identificagao da intensidade de uso dos instrumentos de marketing no processo de exportagao por Consorcios patrocinados pelo Centre Brasileiro de Apoio a Pequena e Media Empresa, atraves de seu Agente Estadual, o Centro de Apoio a Pequena e Media Empresa do Estado de Sao Paulo. Procura-se estudar estes Consorcios levando-se em conta sua estrutura, desempenho e problemas.
Revista Interdisciplinar de Marketing, 2020
O artigo teve como objetivo o levantamento de autores e periódicos relacionados com o tema Canais... more O artigo teve como objetivo o levantamento de autores e periódicos relacionados com o tema Canais de Marketing a partir de estudo bibliométrico. O procedimento consistiu de análise de artigos referentes ao tema, a partir da base de dados Web of Science abrangendo o período de 1980 a 2016, com a palavra-chave usada “Marketing Channels”; “Distribution channels”; “Channels of distribution”, e as variáveis utilizadas foram artigos sobre o tema, e delimitadas nas áreas de negócios, gerenciamento e economia. Isso gerou 289 documentos. A etapa seguinte constitui-se de avaliação relacionada aos periódicos, ano de publicação, autores e número de citação. O uso dos softwares VosViewer e CitNet Explorer permitiu a organização de grupos (cluster) baseados em co-citação, em uma perspectiva qualitativa. Com o uso do software BibExcel, foi possível analisar quantitativamente os dados bibliográficos e forneceu informações para Análise Fatorial Exploratória (AFE) com o uso do software estatístico SP...