RevistadaESPM– Janeiro/Fevereirode 2003
118
ASHORTHISTORYOFPUBLICOPINIONANDMARKETINGRESEARCH INBRAZIL: THEPIONEERYEARS P. 9
OCTAVIODACOSTAEDUARDO
ABSTRACT
The literature has emphasized the need to consider customer value in business strategies, but the
predominant vision is that value is idiosyncratic and cannot be researched. The present article intends to
demonstrate that it ispossible toestablishcustomer value throughamodel and that suchknowledge is the
path to strategy-building in the real estate sector. Value, in theproposedmodel, isoneof the components
of quality, that is built and modified in several interaction processes between the customer and other
businessplayers,which influences thebuild-upof consumer satisfaction. To investigate thishypothesis, a
surveywas conductedwith a group of real estate salesmanagers, and their speechwas examined with
the techniqueof ContentAnalysis. It was verified that thebasic themeof thegroupwas that of the service
models, or persuasion models, or relationship models; each one with its implicit values. One of the
conclusions of thiswork is that the research and clarification of the values present in negotiations can be
used as the basic information fromwhich the strategy of value is built in the real estate sector. In view of
the data the model is proposed as an alternative strategy, with strong consumer orientation. It is also
suggested that the tool used in themodel should be tested for adjustments and validation.
CUSTOMERVALUEASANORIENTATION INTHEDEFINITIONOFPRODUCT
ANDCUSTOMERSERVICE INTHEREALESTATEBUSINESS
P. 24
ERNESTOMICHELANGELOGIGLIO
MARTINHO ISNARDRIBEIRODEALMEIDA
ABSTRACT
This is a text about the origins and history of public opinion andmarketing research inBrazil, from the
30s through the end of the 60s, with special focus in the two first nation-wide surveys undertaken in the
year 1933 about a reduction in coffee consumption and a public opinion survey, conducted in 1940/41
about attitudes, opinions andpreferences of Brazilians concerning the countries involved (or about tobe)
in theSecondWorldWar.
The founding in1942–andevolutionof the IBOPE research institutearedealt with indetail, followed
by information about the beginnings of the other three institutes founded in the decade of 1950 (IPOM,
MARPLAN and INESE), and of the institutes founded in the 60s (LPM, Gallup andAzzi &Marchi).
The article emphasizes conceptual and technical developments, specially concerning the introduction
andgrowthofmotivational studies, in the50s, andof qualitativestudies, in the60s withaspecialmention
about the contribution of AlfredoAugusto deCarvalho eSilvaCarmo.
A list andevaluationof thebooks onmarketing researchpublished in the60s closes thearticle, which
will be followed by a study covering the years 1970 to the present.
ABSTRACT
According to the Brazilian Association of Franchising, franchises have been growing consistently in
recent years (some 20% a year), what made Brazil today the 3rd largest franchiser country of theworld,
behind the USA and Japan. Brazil has about 600 franchising companies, which operate approximately
53.000points of sales throughout the country in themost diversied sectors.
Local franchisesare facingstrong international competition,which raises thechallengeof how tocreate
value for their customers.
In this context the Loyalty Program of OBoticáriowas created. The intentionwas tomake customers
more faithful and bring them closer to the shops and to the brand. This task, which could, eventually, be
relativelysimple, ismorecomplexwhenconsidering thedistancesbetween franchiserand franchiseesand
final customers.
Thisarticleexamines the loyaltyconcept in franchises– in the formof loyaltyprogramsandpromotions
– and points to themain difficulties of such programs in this business sector, through the analysis of The
LoyaltyProgram of OBoticario.
STRATEGICCHALLENGESOFALOYALTYPROGRAM INFRANCHISING
P. 36
THELMAROCHA/FABIANEMORAES
