O personal trainer: uso de estrat??gias de marketing na atividade profissional
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/handle/tede/1534 |
Resumo: | We live in a time in which services tend to be exclusive and personalized. This context favors the insertion of Personal Trainer in the daily lives of people who are looking for style healthier life, which increases the supply of this service in the market and makes the competitive landscape in terms capitation customers. Thus, it is essential that professionals in this area to use marketing techniques to not only show what they do, but to differentiate and attract more consumers interested in their services. This work aimed to analyze how the Personal Trainer uses the marketing dissemination and promotion of its activities, and to evaluate the degree of importance of marketing in the process, raise the marketing strategies used to promote their services and identify the academic education contributes to the use of marketing strategies. The study is qualitative, exploratory and used a semi-structured interview to 15 Personals Trainers who work in the city of S??o Paulo. Data were categorized with the help of software ATLAS.ti 6.2 through content analysis and the results generated suggest that the Personal Trainer uses communication as greater dissemination strategy and promotion of their services, and the mouth marketing to mouth, display and social networks - Facebook, Instagram and Whatsapp - its main means to reach customers. Respondents understand the importance of marketing and management to manage his career, however 80% said that graduation did not offer enough content to work as a Personal Trainer. |
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Rocco J??nior, Ary Jos??http://lattes.cnpq.br/6368172108000961Rocco J??nior, Ary Jos??http://lattes.cnpq.br/6368172108000961Bastos, Fl??via da Cunhahttp://lattes.cnpq.br/4818247631174215Siqueira, Jo??o Paulo Lara dehttp://lattes.cnpq.br/6687009668803720Marques, Jos?? CarlosMazzei, Leandro Carloshttp://lattes.cnpq.br/6222841355609478http://lattes.cnpq.br/4514565077903990Spacov, Yuri Figueredo2016-10-11T15:59:25Z2016-04-15Spacov, Yuri Figueredo. O personal trainer: uso de estrat??gias de marketing na atividade profissional. 2016. 79 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1534We live in a time in which services tend to be exclusive and personalized. This context favors the insertion of Personal Trainer in the daily lives of people who are looking for style healthier life, which increases the supply of this service in the market and makes the competitive landscape in terms capitation customers. Thus, it is essential that professionals in this area to use marketing techniques to not only show what they do, but to differentiate and attract more consumers interested in their services. This work aimed to analyze how the Personal Trainer uses the marketing dissemination and promotion of its activities, and to evaluate the degree of importance of marketing in the process, raise the marketing strategies used to promote their services and identify the academic education contributes to the use of marketing strategies. The study is qualitative, exploratory and used a semi-structured interview to 15 Personals Trainers who work in the city of S??o Paulo. Data were categorized with the help of software ATLAS.ti 6.2 through content analysis and the results generated suggest that the Personal Trainer uses communication as greater dissemination strategy and promotion of their services, and the mouth marketing to mouth, display and social networks - Facebook, Instagram and Whatsapp - its main means to reach customers. Respondents understand the importance of marketing and management to manage his career, however 80% said that graduation did not offer enough content to work as a Personal Trainer.Vivemos em um momento no qual os servi??os tendem a ser exclusivos e personalizados. Esse contexto favorece a inser????o do Personal Trainer no cotidiano das pessoas que est??o em busca por estilos de vida mais saud??veis, o que aumenta a oferta desse servi??o no mercado e torna o cen??rio mais competitivo em termos capita????o de clientes. Dessa forma, ?? imprescind??vel que os profissionais dessa ??rea se utilizem de t??cnicas de marketing para n??o s?? mostrar aquilo que fazem, mas para diferenciar e atrair mais consumidores interessados em seus servi??os. Esta disserta????o teve como principal objetivo analisar como o Personal Trainer utiliza o marketing na divulga????o e promo????o da sua atividade, al??m de avaliar o grau de import??ncia do marketing nesse processo, levantar as estrat??gias de marketing utilizadas para a promo????o dos seus servi??os e identificar se a forma????o acad??mica contribui para utiliza????o de estrat??gias de marketing. O estudo ?? qualitativo, explorat??rio e se utilizou de um roteiro semiestruturado para entrevistar 15 Personais Trainers que trabalham na cidade de S??o Paulo. Os dados coletados foram categorizados com o aux??lio do software ATLAS.ti 6.2 por meio da an??lise de conte??do e os resultados gerados levam a crer que o Personal Trainer utiliza a comunica????o como maior estrat??gia de divulga????o e promo????o dos seus servi??os, sendo o marketing boca a boca, indica????o e redes sociais ??? Facebook, Instagram e Whatsapp ??? seus principais meios para chegar aos clientes. Os entrevistados compreendem a import??ncia do marketing e da gest??o para gerir sua carreira, no entanto 80% apontam que a gradua????o n??o ofereceu conte??do suficiente para se trabalhar como Personal Trainer.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-10-11T15:59:25Z No. of bitstreams: 1 Yuri Figueredo Spacov.pdf: 762240 bytes, checksum: a8c12fecb159cdabe39645f0542bb2ab (MD5)Made available in DSpace on 2016-10-11T15:59:25Z (GMT). No. of bitstreams: 1 Yuri Figueredo Spacov.pdf: 762240 bytes, checksum: a8c12fecb159cdabe39645f0542bb2ab (MD5) Previous issue date: 2016-04-15application/pdfporUniversidade Nove de JulhoPrograma de Mestrado Profissional em Administra????o - Gest??o do EsporteUNINOVEBrasilAdministra????opersonal trainermarketing esportivomercado fitnesspersonal trainersports marketingfitness marketADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSO personal trainer: uso de estrat??gias de marketing na atividade profissionalThe personal trainer: marketing strategies for use in professional activityinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-710462410973612412600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALYuri Figueredo Spacov.pdfYuri Figueredo Spacov.pdfapplication/pdf762240http://localhost:8080/tede/bitstream/tede/1534/2/Yuri+Figueredo+Spacov.pdfa8c12fecb159cdabe39645f0542bb2abMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1534/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/15342016-10-11 12:59:25.983oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2016-10-11T15:59:25Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
dc.title.alternative.eng.fl_str_mv |
The personal trainer: marketing strategies for use in professional activity |
title |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
spellingShingle |
O personal trainer: uso de estrat??gias de marketing na atividade profissional Spacov, Yuri Figueredo personal trainer marketing esportivo mercado fitness personal trainer sports marketing fitness market ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
title_full |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
title_fullStr |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
title_full_unstemmed |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
title_sort |
O personal trainer: uso de estrat??gias de marketing na atividade profissional |
author |
Spacov, Yuri Figueredo |
author_facet |
Spacov, Yuri Figueredo |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Rocco J??nior, Ary Jos?? |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/6368172108000961 |
dc.contributor.referee1.fl_str_mv |
Rocco J??nior, Ary Jos?? |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/6368172108000961 |
dc.contributor.referee2.fl_str_mv |
Bastos, Fl??via da Cunha |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/4818247631174215 |
dc.contributor.referee3.fl_str_mv |
Siqueira, Jo??o Paulo Lara de |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/6687009668803720 |
dc.contributor.referee4.fl_str_mv |
Marques, Jos?? Carlos |
dc.contributor.referee5.fl_str_mv |
Mazzei, Leandro Carlos |
dc.contributor.referee5Lattes.fl_str_mv |
http://lattes.cnpq.br/6222841355609478 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/4514565077903990 |
dc.contributor.author.fl_str_mv |
Spacov, Yuri Figueredo |
contributor_str_mv |
Rocco J??nior, Ary Jos?? Rocco J??nior, Ary Jos?? Bastos, Fl??via da Cunha Siqueira, Jo??o Paulo Lara de Marques, Jos?? Carlos Mazzei, Leandro Carlos |
dc.subject.por.fl_str_mv |
personal trainer marketing esportivo mercado fitness |
topic |
personal trainer marketing esportivo mercado fitness personal trainer sports marketing fitness market ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
personal trainer sports marketing fitness market |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
We live in a time in which services tend to be exclusive and personalized. This context favors the insertion of Personal Trainer in the daily lives of people who are looking for style healthier life, which increases the supply of this service in the market and makes the competitive landscape in terms capitation customers. Thus, it is essential that professionals in this area to use marketing techniques to not only show what they do, but to differentiate and attract more consumers interested in their services. This work aimed to analyze how the Personal Trainer uses the marketing dissemination and promotion of its activities, and to evaluate the degree of importance of marketing in the process, raise the marketing strategies used to promote their services and identify the academic education contributes to the use of marketing strategies. The study is qualitative, exploratory and used a semi-structured interview to 15 Personals Trainers who work in the city of S??o Paulo. Data were categorized with the help of software ATLAS.ti 6.2 through content analysis and the results generated suggest that the Personal Trainer uses communication as greater dissemination strategy and promotion of their services, and the mouth marketing to mouth, display and social networks - Facebook, Instagram and Whatsapp - its main means to reach customers. Respondents understand the importance of marketing and management to manage his career, however 80% said that graduation did not offer enough content to work as a Personal Trainer. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-10-11T15:59:25Z |
dc.date.issued.fl_str_mv |
2016-04-15 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Spacov, Yuri Figueredo. O personal trainer: uso de estrat??gias de marketing na atividade profissional. 2016. 79 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1534 |
identifier_str_mv |
Spacov, Yuri Figueredo. O personal trainer: uso de estrat??gias de marketing na atividade profissional. 2016. 79 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
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http://bibliotecatede.uninove.br/handle/tede/1534 |
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por |
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Universidade Nove de Julho |
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Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte |
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UNINOVE |
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Brasil |
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Universidade Nove de Julho |
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