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Aula 02 06.09 - marketing

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Material de apoio à disciplina de Marketing para o curso de Publicidade e Propaganda da Uninassau - PE

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Aula 02 06.09 - marketing

  1. 1. Conceitos básicos de marketing Prof. Thiago Ianatoni, MSc.
  2. 2. Evolução do marketing BROWN, S. Life begins at 40? Further thoughts on marketing's “mid-life crisis”. Marketing Intelligence & Planning, v. 13 n. 1, p. 4 – 17, 1995.
  3. 3. Marketing é a atividade e os processos realizados por um conjunto de instituições visando criar, comunicar, entregar e trocar ofertas que tenham valor para consumidores, clientes, parceiros e sociedade em geral. Um transação voluntária entre uma organização e um cliente, destinada a beneficiar ambos. Um transação voluntária entre uma organização e um cliente, destinada a beneficiar ambos. qualquer pessoa que seja impactada pelo produto ou pelo seu processo, desde a sua concepção até o seu consumo. qualquer pessoa que seja impactada pelo produto ou pelo seu processo, desde a sua concepção até o seu consumo. A diferença entre as percepções do cliente quanto aos benefícios e os custos de compra e uso de produtos e serviços. A diferença entre as percepções do cliente quanto aos benefícios e os custos de compra e uso de produtos e serviços.
  4. 4. O marketing orienta as organizações a satisfazer necessidades e desejos dos consumidores Refere-se a bens ou serviços que os consumidores ou compradores organizacionais requerem para sobreviver. Refere-se a bens ou serviços que os consumidores ou compradores organizacionais requerem para sobreviver. Referem-se a bens e serviços específicos que satisfazem necessidades adicionais que vão além da necessidade de sobrevivência. Referem-se a bens e serviços específicos que satisfazem necessidades adicionais que vão além da necessidade de sobrevivência.
  5. 5. Necessidade Desejo
  6. 6. Necessidade Desejo Fonte: http://www.designontherocks.xpg.com.br/a-diferenca-entre-nossas-necessidades-e-desejos/
  7. 7. Princípios do marketing orientado para o valor
  8. 8. Valor para o cliente
  9. 9. Administração de marketing O processo de estabelecer metas de marketing para uma organização e planejar, implementar, e controlar as estratégias para alcançá-las.
  10. 10. 4C’4C’ ss4P’s4P’s Composto de marketing Jerome McCarthy, 1960 Robert Lauterbom, 1990
  11. 11. 4E’s4E’s 4A’4A’ ss Composto de marketing Raimar Richers, 1972 Robert Lauterborn; Augusto Nascimento, 2007
  12. 12. Atividade Elaborar um produto para a marca “Aiqueloucura!” O grupo deve pensar nos 4P’s do marketing, nos 4C’s do cliente Nos 4 A’s de ação e nos 4E’s dos resultados.
  13. 13. Marketing Prof. Thiago Ianatoni ianatoni@gmail.com Referência: CHURCHILL JR, G. A.; PETER, J. P. Marketing: criando valor para os clientes. São Paulo: Saraiva, 2000.

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