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Trade area determination represents a major stake in the retail field. Faced to this problem, numerous academics researches were proposed and recognized the influence of the distance and thus the time of route in the modelling of the catchment area. This definition leans on a linear modelling of time. Based on an empirical study, this research shows that there is a gap between perceptual time and actual driving time. It raises questions about this linear conception of driving time and proposes a typology of consumers based on their own perceptions., La détermination de la zone de chalandise représente un enjeu majeur pour les détaillants. Face à cette problématique, de nombreux travaux ont été proposés et reconnaissent l'influence de la distance et donc du temps de trajet dans la modélisation des zones de chalandise. Cette définition s'appuie sur une modélisation linéaire du temps. A partir d'une étude empirique, cette recherche montre qu'il existe un décalage entre le temps perçu et le temps réellement mis pour aller au magasin. Elle remet donc en cause cette conception linéaire du temps d'accès et propose une typologie de consommateurs selon leur conception du temps

Knjiga je namijenjena prije svega studentima, ali i svima onima koji se žele upoznati s marketingom kao koncepcijom poslovanja poduzeća. Naglasak u knjizi stavljen je na izravni marketing kao informacijski vođen marketinški proces, upravljan tehnologijom baze podataka, kojim se otvara cijela paleta novih poslovnih mogućnosti. U knjizi su osim izravnog marketinga, koji je temelj knjige, navedene i osnove marketinga ; filozofije marketinškog poslovanja, segmentiranja i pozicioniranja koje je izrazito važno, te elemenata marketinškog miksa. Osim izravnog marketinga, navedeni su i neki novi, inovirani oblici marketinga, kao što su geomarketing i mobilno trgovanje kao jedan od najnovijih trendova.

Učinkovito upravljanje prostornim resursima je pored ljudskog resursa glavni čimbenik zdravog gospodarskog rasta regije. Razdjeljenost atributa vezanih za prostor kroz više administrativnih tijela vodi smanjenju kvalitete informacije. Tehnološki napredak omogućava integraciju svih podataka čime se stvara prostorna informacijska podrška koja može servisirati sve kompleksnije društvene zajednice, što čini upotrebu prostora održivom, gospodarski isplativom i ekološki kontroliranom. U ovom radu je kroz sustav geomarketinga prikazana poveznica globalne procjene nekretnina, koja se koristi u procesima realizacije prostornih planova, s prostorno orjentiranim podacima nužnim pri stvaranju optimalnog projekta gospodarskog razvoja područja lokalne uprave.

O artigo investiga fatores locacionais nas decisões de postos de combustíveis [PCs]. Especificamente, (1) relacionam-se fatores de localização de Masano (2003) e Salvaneschi (1996); (2) descrevem-se atributos dos PCs de Fortaleza e (3) analisam-se fatores de microlocalização. Usa-se estudo exploratório, descritivo e censitário nos 255 PCs, via questionários e observação. Segundo os resultados, muitos PCs ficam em esquinas de ruas, ratificando a literatura específica. Em termos gerenciais, os resultados: (1) ajudam os donos de PCs nas decisões de localização; (2) permitem replicar o estudo e (3) subsidiam empreendedores e setor público a localizar melhor a atividade. This paper investigates location factors to gas stations decision makers. Specifically it is aimed: (1) to relate location factors with geomarketing; (2) to describe aspects of Fortaleza´s gas stations and (3) to analyze site location factors of gas stations. It is an exploratory, a descriptive and a census study via questionnaires and systematic observation to 255 gas stations. The findings show most of gas stations is located at street corners, thus confirming the literature review. In magerial terms, the findings: (1) help PCs owners to make decisions in locating business; (2) assist researchers to replicate the study and (3) help enterpreneuers and puclic sector to better choose local factors.

Welche Standorte in der Stadt haben die beste Lauflage für ein Feinkostgeschäft? Wie sieht die regionale Konkurrenzsituation für ein neues Restaurant aus? Wo sollte der Weihnachtsprospekt eines Juweliers am besten verteilt werden? Auch bei kleinen und mittelständi-schen Unternehmen hängt der Geschäftserfolg von einer Vielzahl regionaler Marktdaten ab, bei der Planung von Werbemaßnahmen genauso wie bei der Auswahl eines geeigneten Standorts. Im Gegensatz zu großen Unternehmen fehlt in KMU aber meist die Zeit zur Einarbeitung in eine spezielle Software, Analysen zu beauftragen ist zu teuer, und Daten sind oft nur in großen Paketen erhältlich. Andererseits haben Routenplaner, Navigationssysteme und Google Earth digitale Karten populär gemacht. Erste Shops im Internet bieten Geodaten auch kleinräumig an, und mit der INSPIRE-Direktive der EU werden bald öffentliche Daten europaweit über einheitliche Dienste verfügbar. In Deutschland gibt es seit Januar 2008 eine einheitliche Gebührenricht-linie für die Geobasisdaten der Landesvermessungsämter und zentrale Portale für deren Abruf. Es steht also alles bereit, um den Vertriebsweg Internet zu testen und speziell kleinen und mittelständischen Unternehmen (KMU) den Einsatz von raumbezogenen Daten zu ermögli-chen. Jetzt können Lösungen entwickelt werden, die bedarfsorientiert zugeschnitten und deshalb preisgünstig sind und die überhaupt erst durch Kooperation mehrerer Anbieter machbar sind. So sahen das auch vier Unternehmen aus der Geoinformationsbranche und die Gutachter des InnoNet-Programms beim BMWi, die in den letzten anderthalb Jahren das Projekt GEOeBIZ (www.geoebiz.de) gefördert haben. Wie es uns gelang, verteilte Daten und Dienste in Portalen zu verknüpfen, davon wird im Folgenden berichtet. Wir stellen kurz die beiden Portale vor und berichten dann von unse-rem Bemühen um kundenorientierte Preismodelle für die Portale und deren Unterschied zu den dienstorientierten Preismodellen in Geodateninfrastrukturen.

info:eu-repo/semantics/published

Before the advent of GIS, marketing managers could only work with data organized in a tabular form (tables), which are not very easily interpreted and understood. GIS technology offers new and more advanced functionalities/tools, like the ability to represent target information within a cartographic framework, and to integrate and manage heterogeneous data, therefore providing a very friendly and versatile Decision Support System to them. In addition, GIS technology easily supports both synthesis and in-depth analysis, and their interplay, by means of the

Geographische Informationstechnologien werden immer stärker integraler Bestandteil im Gesamtgeschäftsprozess vieler Unternehmen. Dabei wird hier der gesamte Prozess von der Findung betriebswirtschaftlicher Fragestellungen über den Einsatz von Methoden und Werkzeugen zur Lösung dieser sowie die Visualisierung und Interpretation der Ergebnisse als Geo Business Intelligence (GBI) bezeichnet. GBI umfasst auch Geomarketing, dass Methoden und Modelle aus Data Mining, GIS und Business Intelligence nutzt, um die wachsende Informationsvielfalt für eine schnelle Entscheidungsfindung zu bündeln. Zunehmende Individualisierung der Zielgruppen und immer stärkerer Verdrängungswettbewerb im Einzelhandel, Banken- und Logistiksektor erfordern den Einsatz von Geomarketing. Für Unternehmen wie Deutschen Post, Deutsche Bank, Deutsche Bahn, TUI, Tchibo, Edeka u.a. ist die Nutzung von Geomarketing erfolgskritisch. Die Deutsche Post als Akteur auf liberalisierten, europäischen und globalen Märkten muss sich im Wettbewerb positionieren. Monitoring der Wettbewerber und die richtige Standortplanung sind dabei entscheidende Kriterien. Deshalb werden hier Methoden und Modelle anhand von Beispielen aus den Bereichen Vertrieb und Organisation, insbesondere aus der Filialnetzoptimierung und Wettbewerberanalyse der Deutschen Post AG beleuchtet. Ziel dieser Arbeit ist es, eine optimierte Kombination und Kalibrierung von Methoden und Modellen aus Data Mining, GIS und Business Intelligence für den Geomarketingprozess aufzuzeigen, um so realitätstreue Ergebnisse zur Entscheidungsunterstützung in Planungsprozessen zu erhalten. Die Untersuchungsebene bezieht sozioökonomische Daten für das gesamte deutsche Bundesgebiet bis zur Gebäudeebene ein. Dabei kommen zur Anwendung und Diskussion: Two-Step-Clusteranalyse (Janssen & Laatz 2005), CHAID (Chi-squared Automatic Detector, Kass 1980), Spatial Interaction Models und Logit Modelle (Mc Fadden 1972, Fortheringham 1989), Gravitationsmodelle (Reilly 1932, Huff 1962, 2003, 2005), Ansätze der Präzisierungen von Modellen durch Parameterbestimmung von Klein & Löffler (1988, 1989) und Güßefeldt (2002), Kombination und Anwendung von Logit Modellen mit der Bestimmung eines Sättigungsindex (Chasco Yrigoyen & Otero 1998, Chasco Yrigoyen 2003), eigene Berechnungen anhand abgewandelter Parameter, z.B. Berücksichtigung des Straßennetzes oder der Fahr- oder Gehzeit zu einzelnen Standorten, unterschiedliche Attraktivitätsbestimmungen anhand einer Location Based Decision Scorecard (LDSC). Das Potential der praktischen Umsetzung der betriebswirtschaftlichen Anforderungen wird ermittelt, systemtechnisch konzipiert, pilotmäßig als GBI-Tool entwickelt und in die Geomarketing Anwendung Filialinfo eingebracht. In wieweit Geomarketing u.a. durch die weiterführenden Möglichkeit der Visualisierung (Verfügbarkeit von Luftbildern über Google Earth/Maps, Microsoft Virtual Earth, 3D-Stadtmodelle) ein wichtiger Baustein für den Einsatz entscheidungsrelevanter Technologien und Methoden ist, um im Rahmen von Planungsprozessen die zunehmende Datenflut in Informationen und Wissen umzuwandeln bleibt weiterhin ein Untersuchugnsgebiet genau wie die Bestimmung von Parametern und Kalibrierung der Modelle., Geomarketing is a powerful recently developed scientific methodology which allows decision makers to visualise marketing strategies and discover those areas that are most likely to produce results. Marketing and geography leads to a whole system and provides adequate tools to analyse the socio-economic reality with the help of cartography, computering and statistics (Chasco Yrigoyen 2003, p.6). The significance of Geo Business Intelligence and Geomarketing for companies is growing because of the relevance to get the right information at the right time out of selected and socio-economic data. Deutsche Post AG build up the biggest project in Geomarketing during the last 10 years. One of the main reasons for them to use methods of Geo Business Intelligence is the liberalisation of the post market in Europe and the importance of monitoring the competitors. Furthermore is site planning an important issue for using GIS and Geomarketing for a company with more than 12.000 branches. The design and processing of an Geomarketing-Software and the implementation of different methods of GIS, Data Mining and Business Intelligence is the key issue in this work. To combine spatial methods like spatial interactive models, logit models (Mc Fadden 1974, Fortheringham 1989) or models of gravitation (Reilly´32, Huff ´62, 2003,2005) and to design the parameters like attractiveness and the decay distance parameter in a way to describe the reality clearly is not solve today. The author use socio-economic data on a level of buildings of Germany (20 million datasets) to build up 16 cluster of different regions (Two-Step-Cluster-Analysis, Janssen & Laatz 2005). In the next step CHAID (Chi-squared Automatic Detector, Kass 1980) were used to find out, which are the significant spatial parameters on which depends the success of sales of branches in one cluster. The transfer of the result from one city to others cities (here: Berlin, Munich, Cologne) shows that this process of combination of methods of GIS and data mining is very effective and can be one of a geomarketing step in the whole process of Geo Business Intelligence, which also included the interpretation of results. To find the relevant parameters in a place the author put a net of grids of 100x100 meter over Germany and calculate socio-economic data in the grids or interpolate the attractiveness factors and the decay distance parameter to category the different grids. In GIS it is possible to combine different grids to one layer to find out the best grids for special questions. Visualisation is one key factor to interpret the results in the right way. Using maps of Google-Earth, Microsoft Virtual Earth for orientation and combine the result- data with the map or using 3-D visualisation could give new aspects to the wide field of Geomarketing. In the future the quantity of data will increase and the effectiveness of tools to manage these and to get out results is getting more and more important for the economy. The industry of Business Intelligence and Data Mining Software is aware of widen their function to include spatial operations. GIS Industry should be more open to include Data Mining and Business Intelligence functions and methods. It will be more and more software in the market but how to use the different methods and what is the right parameter in which case is still a wide field of investigation.

Učinkovito upravljanje prostornim resursima je pored ljudskog resursa glavni čimbenik zdravog gospodarskog rasta regije. Tradicionalna razdjeljenost atributa vezanih za prostor kroz više administrativnih tijela vodi kroz umnožavanje istih ka smanjenju kvalitete informacije. Tehnološki napredak omogućava integraciju svih podataka čime se stvara prostorna informacijska podrška koja može servisirati sve kompleksnije društvene zajednice, što čini upotrebu prostora održivom, gospodarski isplativom i ekološki kontroliranom. Kroz sustav Geomarketinga stvaraju se prostorno rererencirane informacije što omogućuje izradu realnih gospodarskih strategija i prostornih planova. Za realizaciju prostornih planova potrebno je, poštujući sinergiju statičkog i dinamičkog koncepta brige o prostoru, donošenje zakonske regulative o realokaciji, konsolidaciji i urbanoj preparcelaciji.

invité par le professeur Xuan Guoliang, Jiatong University; International audience

A pesquisa que se segue representa um estudo sobre o potencial de mercado de empresas atacadistas através do varejo de materiais de construção nos municípios paulistas. O período de análise da pesquisa compreende os anos entre 1997 e 2002, focando a demanda por materiais elétricos. O trabalho contempla a revisão da literatura pertinente ao assunto; a realização de uma pesquisa de campo com os varejistas de materiais de construção; a utilização de dados secundários diversos; e a estimação do potencial de mercado através da utilização de modelos hierárquicos lineares. O modelo proposto compõe-se de quatro partes. A primeira estima o volume de emprego no varejo de materiais de construção em cada município, com base na massa salarial dos municípios e no dinamismo populacional das microrregiões e mesorregiões paulistas. Para tanto, utiliza-se de modelo hierárquico em três níveis. A segunda parte estima a receita do varejo de materiais de construção com base no emprego gerado por estes estabelecimentos, utilizando-se de modelo hierárquico em dois níveis. A terceira parte, com base na pesquisa de campo, relaciona a receita do varejo ao potencial de mercado para o atacado. Por fim, na última parte se valida a estimativa, comparando-a ao faturamento de um atacadista de referência. Os resultados encontrados confirmam a adequação do modelo proposto. Ainda, as pesquisas realizadas, sejam elas através da coleta de dados diretos ou indiretos, apontam para a importância do atacado, principalmente como fornecedor do pequeno varejo, fortalecido este último pela estabilização econômica. Assim, mesmo em vista do acirramento do ambiente competitivo, fruto do fortalecimento do varejo e do desejo da ampliação das vendas diretas por parte dos fabricantes, o atacado preserva sua importância na economia. Por fim, observou-se que a distribuição espacial do potencial de mercado relativo não divergia significativamente da distribuição da densidade do emprego estimado e da distribuição da densidade da receita líquida de revenda do varejista estimada, sugerindo que estas variáveis possam ser utilizadas como variáveis proxies. This paper is a study on the marketing potential of wholesale companies based on the retail of building supplies, in the São Paulo state municipalities, during the 1997 - 2002 timeperiods. The focus of this study is on the demand for power electrical supplies. The study comprehends: a literature review; the conduction of a field research together with building supplies retailers; the employment of several secondary data; and, an estimation of the market potential with the application of linear hierarchical models. The presented model has been developed in four steps. First, with the application of a three level hierarchical model, employment volume is estimated on the building supplies retailing for each municipality. This is based on the total wage and salary income of each municipality and, on the dynamism of the population in the microregions and the mesoregions of São Paulo state. Second, with a two level hierarchical model, retail sales revenue is estimated based on the employment volume generated by the retailing business. Third, based on a field research, a relationship between retail sales revenue and the market potential for the wholesale business is established. At last, the determined market potential is validated when compared to the annual sales of a wholesaler of reference. The verified results validate the application of the presented model. Either by means of direct or indirect data collection, the conducted research highlights the importance of the wholesale business, mainly as supplier for the retailing business, where this latter has increased with the stability of the economy. Thus, even in face of a tough environment competition, due to the strengthening of the retail business and the desire on the part of the manufacturers to expand direct sales, the wholesale business still retains its importance on the economy. Finally, it was observed that the spatial distribution of a determined market potential does not differ significantly from the distribution of the estimated employment density nor from the distribution of the estimated resale net revenue density of the retailer, which suggests that these variables may be used as proxies.

This dissertation has verified the contribution that geomarketing - a tool which uses computational techniques and geographical data in order to generate information in digitalized maps - has given to the decision-making process of marketing in the main corporate groups of Uberlândia-MG. The research had as its focus the verification of the contribution of geomarketing in the following marketing activities: market segmentation, sales management, market potential analysis and business localization. The method used was cases study and the companies researched belong to the ten corporate groups in town which achieved the best finantial results in 2004. The data were collected by means of interviews with the people in charge of the marketing or geomarketing area of the researched companies. Content and documental analysis have been used for the analysis of the data collected. It has been concluded that geomarketing contributes to the marketing area in the decision making process, especially when it comes to quality and accuracy of the reports that it releases to its users, which, due to the innovative way of mixing marketing data with maps, allows a faster and more efficient comprehension of the analysed market circumstances. Besides, even if geomarketing doesn t present innovations related to the marketing theory, it consists of a tool which brings more positivity to the marketing area. The research has also shown that the use of geomarketing is more useful for the companies which have a larger number of clients, actual and potential, especially in situations in which these clients are geographically dispersed in their market. Esta dissertação verificou a contribuição que o geomarketing ferramenta que utiliza técnicas computacionais e dados geográficos para gerar informações dispostas em mapas digitalizados tem gerado para o processo decisório de marketing nos principais grupos empresariais que atuam em Uberlândia-MG. A pesquisa teve como foco a verificação da contribuição do geomarketing nas seguintes atividades de marketing: segmentação de mercado, administração de vendas, análise do potencial de mercado e localização do negócio. O método utilizado foi o estudo de casos, em que se pesquisou uma empresa de cada um dos dez grupos empresariais da cidade que apresentaram os maiores faturamentos no ano de 2004. Os dados foram coletados por meio de entrevistas com os responsáveis pela área de marketing ou geomarketing das organizações pesquisadas. Utilizou-se a análise de conteúdo e documental para a análise dos dados coletados. Concluiu-se que o geomarketing contribui e auxilia os gestores de marketing das organizações no processo de tomada de decisões, especialmente no que concerne à qualidade e precisão dos relatórios que ele disponibiliza para os seus usuários, que, devido à forma inovadora de mesclar dados mercadológicos com mapas, possibilita uma compreensão mais rápida e eficiente das circunstâncias de mercado analisadas. Além disso, ainda que o geomarketing não apresente inovações em relação à teoria de marketing, ele consiste em uma ferramenta que traz mais assertividade aos gestores de marketing. A pesquisa também mostrou que o uso do geomarketing é mais útil para organizações que tenham um maior número de clientes, atuais e potenciais, principalmente em situações nas quais os mesmos estejam geograficamente dispersos pelo seu mercado. Mestre em Administração

invité par le professeur Jean-Charles Chebat, HEC Montréal; International audience

Alors que les grands distributeurs developpent de plus en plus le marketing de site pour s'adapter au contexte local dans lequel evoluent les points de vente, leur pratique de benchmarking integre encore peu les facteurs environnementaux. Apres avoir mis en exergue les mesures actuelles de la performance commerciale des reseaux, nous montrons que les mutations actuelles de la grande distribution necessitent de repenser l'evaluation des points de vente ainsi que la performance de leurs assortiments. Enfin, a partir de donnees issues d'une chaine de supermarches francais, nous proposons une technique de benchmarking interne qui integre les caracteristiques environnementales et determine un potentiel de vente individuel par categories. L'objectif de cet outil consiste a evaluer plus equitablement les unites de vente d'un reseau de distribution.

Les problématiques liées aux assortiments se veulent nombreuses et complexes. Nous allons centrer l'analyse sur une question singulière et encore peu traitée dans la littérature: comment les enseignes passent-elles d'une démarche nationale à une offre locale, contextualisée ? Nous commencerons tout d'abord par quelques rappels sur la démarche de construction des assortiments. Puis, après avoir décrit comment les grands distributeurs passent d'un marketing national à une déclinaison locale des assortiments, nous aborderons une étude de cas réelle, celle des magasins Champion

The changes in the characteristics and needs for the economic activities space, the increasing predominance of the tertiary industry of offices or I+D, the effect on the economic transformation, implies new forms, new technical characteristics and alternative locations accordant with a changing demand. The research project here presented is developed by the Centre of Land Policy and Valuations of the University Polytechnic of Catalonia for the company Geomarketing Inmobiliario S.L (SGMI. Real State Geomarketing S.L). It consists in the input of the geomarketing property office’s buildings of Barcelona into a database, which allows the access to the necessary information of technical and constructive characteristics of the office’s buildings, summoned by the most emblematic or central locations to the best technical level in their constructions. In order to deliver the best suitable result from the election of the needs for every particular profile on demand.

Los cambios en las caracteristicas y necesidades de espacio para la actividad económica, el creciente predominió del sector terciario de oficinas o I+D, por efecto de la terciarización económica, implica nuevas formas, nuevas características técnicas y localizaciones alternativas afines a una demanda cerciente y cambiante. El proyecto que aquí se presenta consiste en un estudio desarrollado por el Centro de Política de Suelo y Valoraciones de la Universidad Politécnica de Cataluña, para la empresa de Geomarketing Inmobiliario S.L, SGMI. Se trata de poner las bases a un sistema de información encaminado al geomarketing inmobiliario de edificios de oficinas de Barcelona, que ha de permitir vehicular la información necesaria sobre las caracteristicas constructivas y técnicas de los edificios de oficinas, emplazados en las localizaciones más emblemáticas de mayor centralidad o de mayor nivel técnico en sus edificaciones cara a facilitar el máximo conocimiento al público con el fin de asegurar la elección mas idonea según las necesidades de cada perfil de demanda. El trabajo ha consistido básicamente en la sistematización de múltiples datos de partida, en una recogida de campo de información de aproximadamente 683 edificios de Barcelona y de algunos ayuntamientos de su periferia, en el ingreso de los datos obtenidos a una base de datos y la conversión de estos en valores que determinan una calificación final, obtenida de las distintas características físicas, constructivas y cualitativas de cada edificio estudiado. Finalmente se realiza un análisis de los mismos según su localización, en función de ciertos parámetros que los diferencian y se relaiza un anális de acuerdo a un modelo estadístico de jerarquización de los mismos.

Tema ovog diplomskog rada je prikaz mogućnosti geomarketinga na primjeru Dubrovačko - neretvanske županije. Geomarketing omogućuje izbor najboljeg rješenja, kojeg dopuštaju načela održivog razvitka te je nezamjenjiv čimbenik na području poslovnog i prostornog planiranja. Donešeni prostorni planovi na terenu se provode, u prvom redu, postupcima komasacije i urbane preparcelacije.

Alors que les distributeurs développent de plus en plus des politiques d'ordre micro-marketing pour s'adapter au contexte local dans lequel évoluent les points de vente, leur pratique du benchmarking ignore encore les facteurs environnementaux. Cet article vise à démontrer l'influence du facteur local dans l'analyse de la performance des réseaux.

Trotz DDS oder gerade wegen der aktuellen Situation in der deutschen Werbemedien-Landschaft realisieren die Mitgliedsunternehmen des Fachverbands Außenwerbung (FAW) zwei ehrgeizige Projekte. Neben einer Qualitätsoffensive, bei der nahezu 330.000 Werbeträger hinsichtlich ihrer generellen Werbewirkung überprüft werden, soll die Bewertung von Einzelstellen zeitgemäß weiterentwickelt werden. Wurden dazu in der Vergangenheit Stichprobenartige Zählungen durchgeführt, sollen die dafür erforderlichen Frequenzinformationen zukünftig über ein Prognosemodell berechnet werden. Deshalb hat der FAW das Fraunhofer Institut für Autonome Intelligente Systeme in Sankt Augustin bei Bonn beauftragt, einen modernen Straßenfrequenzatlas zu entwickeln, der gegenüber den bisherigen Verfahren mehr Transparenz und mehr Konsistenz bietet.

store location

This paper presents tools performing automatic generation of urban environments for 3D geomarketing. Geomarketing aims at the visualization of strategic information (financial, sociological...) on geographical supports for decision making processes. The use of cadastral files allows to quickly generate the urban models while keeping direct links between the firms and their locations in the virtual environment. The 3D models are generated in an optimized way, enabling real time interaction with the environment using standard PCs.

The globalisation of economy is intensively affecting to retail and consumer service sector because of the development of important multinational companies that exert an aggressive competition on small and medium sized firms. The need of improving competitiveness claims the use of geographical technologies allowing to deep into the analysis of market areas. In this paper, using empirical data, it is presented the methodology to delimit the market area of a service outlet and to formulate simple predictive models of it, applying a geographical information system. The intended objective is to try and to spread easy and effective techniques to get better grounded spatial strategies for the firms., La globalización de la economía está afectando intensamente al sector del comercio y servicios para el consumo final, debido, entre otras razones, al desarrollo de importantes grupos empresariales de carácter multinacional que ejercen una agresiva competencia sobre el tejido de las empresas medias y pequeñas. La necesidad de competir mejor precisa la adopción de tecnologías geográficas capaces de profundizar en el análisis de las áreas de mercado y en este artículo, usando datos empíricos, se presenta la metodología para describir el área de mercado de un establecimiento de servicios y para construir modelos predictivos simples de la misma, aplicando los sistemas de información geográfica (SIG). El objetivo perseguido radica en ensayar y difundir técnicas asequibles y eficaces para orientar estrategias espaciales mejor fundamentadas por parte de las empresas.

The globalisation of economy is intensively affecting to retail and consumer service sector because of the development of important multinational companies that exert an aggressive competition on small and medium sized firms. The need of improving competitiveness claims the use of geographical technologies allowing to deep into the analysis of market areas. In this paper, using empirical data, it is presented the methodology to delimit the market area of a service outlet and to formulate simple predictive models of it, applying a geographical information system. The intended objective is to try and to spread easy and effective techniques to get better grounded spatial strategies for the firms.La globalización de la economía está afectando intensamente al sector del comercio y servicios para el consumo final, debido, entre otras razones, al desarrollo de importantes grupos empresariales de carácter multinacional que ejercen una agresiva competencia sobre el tejido de las empresas medias y pequeñas. La necesidad de competir mejor precisa la adopción de tecnologías geográficas capaces de profundizar en el análisis de las áreas de mercado y en este artículo, usando datos empíricos, se presenta la metodología para describir el área de mercado de un establecimiento de servicios y para construir modelos predictivos simples de la misma, aplicando los sistemas de información geográfica (SIG). El objetivo perseguido radica en ensayar y difundir técnicas asequibles y eficaces para orientar estrategias espaciales mejor fundamentadas por parte de las empresas.

Cet article presente l'etat actuel de l'utilisation du geomarketing dans le secteur de la vente d'espaces publicitaires des medias de masse. D'apres une etude documentaire realisee dans la presse professionnelle marketing et une etude qualitative menee aupres de praticiens experts , il s'avere que l'utilisation des systemes d'informations geocodees est de plus en plus repandue en raison de ses nombreux atouts. Toutefois, il n'en demeure pas moins que le potentiel du geomarketing est encore sous exploite du fait, notamment, des limites qui sont pour l'instant un frein a sa mise en place.

Concerning trade management, geography intervenes when dealing with the adaptation of price to the characteristics of a trade area. It would also deal with the distribution of messages (catalogues, prospectus, display, etc.) in certain geographic areas more than others, according to the expected efficacy of the communication. However, in this chapter, we will not concentrate the analysis on the location strategy or on the pricing (see chapter 9), and communications policies (see chapters 10 and 11), but on the policy of the supply/offer, knowing that the assortment is a decision for which the geographic dimension also reveals itself to be equally fundamental. Thus, in the hypothesis in which the retailer constitutes his assortment without taking into account climatic, economic, demographic and psycho-sociological differences linked to geography, the offer will probably be out of step with customer expectations. Consequently, effective productivity of the store will be inferior to it potential productivity., Concernant la gestion commerciale, la géographie intervient, lorsqu'il s'agit d'adapter le prix aux caractéristiques de la zone de chalandise. Il pourra également s'agir de diffuser des messages (catalogues, prospectus, affichage...) sur certaines aires géographiques plutôt que sur d'autres, en fonction de l'efficacité attendue de la communication.Toutefois, dans ce chapitre, nous ne concentrons pas l'analyse sur la stratégie de localisation ou sur les politiques de prix et de communication, mais sur la politique d'offre, sachant que l'assortiment est une décision pour laquelle la dimension géographique se révèle également fondamentale. Ainsi, dans l'hypothèse où le distributeur constitue son assortiment sans tenir compte des différences climatiques, économiques, démographiques et psycho-sociologiques liées à la géographie, l'offre sera probablement en décalage avec les attentes des clients. Par conséquent, le rendement effectif du point de vente sera inférieur à son rendement potentiel.

In this work we start from the fact that only big retail trade companies and cooperations invest in the usage of the modern technical and technological progress in a satisfactory way ; the usage of modern information and communication systems brings the success to smal and medium retail trade firms. This usage is also important for Croatian retail trade firms which are still "in small pieces" and which cannot complete with huge foreign retail traders on the basis of the economy capacity. The development of modern information technologies brings the change in the formation of the retail trade business units and the achievements of the modern information technology are integrated into today`s GIS.After the explanation of different definitions of GIS, there is a main stress on its systematic components: system of entering data, database management system, system of elaborating data, system of providing data. The importance of GIS comes from GIS application, which increases the productivity of certain procesess through automatisation. Geomarketing helps us to introduce to the market systematically all data that refer to space and GIS software. There are two kinds of geodata: those related to space (spatial data) and those related to attributs and things (attribute data). New technology connects both of them. Geomarketing refers to all four instruments of marketing mix: place, promotion, price and product. Howewer, there is a special significiance of geomarkeing in planning location of the retail trade. In this work we have presented and explained the main methods used for determing the approachable (gravitating)area of the shops and the role of GIS in them. Croatian retail trade, as well as the total Croatian economy, depends greatly on the intensity of the strategic orientation towards modern information technologies, their usage requires connecting and proportion at the international level.

Neste trabalho, o potencial para produtos de supermercados em municípios do Estado de São Paulo é modelado por meio da aplicação de modelos lineares hierárquicos em dois níveis (município e microrregião) e em três níveis (município, micro e mesorregião). Os modelos lineares hierárquicos acomodam bem as relações espaciais de vizinhança e hierarquia que estruturam o mercado, produzindo resíduos normais, homocedásticos e não autocorrelacionados espacialmente (enquanto os modelos de regressão linear convencionais não permitem incorporar os conceitos de estrutura geográfica e têm seus pressupostos de homocedasticidade e independência violados). A metragem de loja e a densidade populacional são propostas como variáveis proxi para, respectivamente, a demanda de mercado e a hierarquia de uma localidade.

El objetivo central de este trabajo es el de proponer un marco metodológico que identifique opciones de desarrollo económico y social para las microempresas. Para tal fin, se aplica el concepto de geomarketing a un estudio de caso sobre las microindustrias del vestido en el municipio de Nezahualcóyotl. La utilidad del concepto radica en determinar un diagnóstico tanto de los productores (oferta) como del perfil de los consumidores (demanda), para evaluar cabalmente un estudio de mercado con el que se impulse la competitividad empresarial para la realidad microempresarial y microregional mexicana. Como conclusión se presentan dos propuestas metodológicas: primera, la manera de definir la escala territorial y económica para el análisis de las unidades de observación (empresario, consumidor, espacio, etc.); y segunda, la forma de examinar el escenario, estructura o modelo del sistema de mercado, que para este caso resultó de tipo central periódico.