conceitos basicos mkt
DESCRIPTION
mktTRANSCRIPT
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Marketing Industrial
Estratégico
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Cagando regra
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#1.Xau, celular
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#2.Colaboração
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#tamojunto
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Avaliação
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Trabalho em grupo +Prova individual
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+ trabalhos individuais e
em grupo
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Bibliografia
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Administração de MarketingDe Philip Kotler e Kevin L. Keller (Editora Pearson Brasil)
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Marketing de A a ZDe Philip Kotler Editora Pearson Brasil)
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Marketing BásicoDe Marcos Cobra(Editora Atlas)
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#areyoureadytolearn?
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Conceitos essenciais
de marketi
ng
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O que é?
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De acordo com o Michaelis:
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1 Comercialização. 2 Execução de todos os atos de comércio que sirvam para dirigir o escoamento de mercadorias e serviços do produtor ao consumidor. 3 Conjunto de operações que envolvem a vida do produto, desde a planificação de sua produção até o momento em que é adquirido pelo consumidor.
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Atividade gerencial e
um processo(s)
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É uma filosofi
a empresarial
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De acordo com Kotler & Kelly:
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“O marketing envolve a identificação e a satisfação das necessidades humanas e sociais”
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supre necessidade
s lucrativame
nte
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De acordo com a American Marketing
Association
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“O marketing é a atividade, o conjunto de
conhecimentos e os processos de criar,
comunicar, entregar e trocar ofertas que tenham valor para consumidores,
clientes, parceiros e sociedade como um todo”
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Linha Bodygroom da Philips
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A compreensão do comportamento criou uma nova oportunidade de
negócio
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Pra que serve?
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Tornar supérfluo o esforço de
venda
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Entrega de valor
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Administração do
relacionamento
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Atividade: pense e anote
quantas marcas estão presente no seu dia a dia
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#mkt é aplicado a:
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BENS
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SERVIÇOS
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EVENTOS
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EXPERIÊNCIAS
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#robertoaomar
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PESSOAS
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#ladycrazygaga
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#stonesforever
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LUGARES
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ORGANIZAÇÕES
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INFORMAÇÕES
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IDEIAS
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OFERTA
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produto, serviço,
informações, experiências
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ou a combinação de
tudo isso
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oferta de uma fonte
conhecida
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nome, termo, sinal, desenho ou
símbolo
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MERCADO
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Conjunto de compradores e vendedores que
efetuam transações
relativas a um produto ou classe
de produto
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Economia de cada nação e
global:
Conjunto de mercados vinculados
entre si
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Para o #mkt:
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Vários agrupament
os de clientes
(compradores)
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PRINCIPAIS
MERCADOS
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Mercado Físico
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Mercado Virtual
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MERCADO-ALVO
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Divisão do mercado em SEGMENTOS
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Identificaçãode
oportunidade
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=MERCADO-
ALVO
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Para cada mercado, 01 oferta
de mercado
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MARKET SHARE
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Participação da
empresa no
mercado
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CANAIS DE
MARKETING
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De comunicaç
ão
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De distribuiçã
o
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De serviços
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CONCORRÊNCIA
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AMBIENTE DE
MARKETING
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Micro e macroambie
nte
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Micro= participantes
diretos na produção,
distribuição e na promoção da
oferta
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Macro= formado por
6 componentes
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Ambiente econômico
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Ambiente demográfic
o
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Ambiente sociocultur
al
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Ambiente natural
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Ambiente tecnológic
o
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Ambiente político-
legal
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#ehnois