g1-conceitos de marketing
TRANSCRIPT
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GRUPO 1 - CONCEITO DE MARKETING
COMPLEMENTOS DE MARKETING
MESTRADO EM GESTÃO
©M. Teresa Heath 2009/10
CompMkt_1
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OBJECTIVOS
• Reflectir sobre, e discutir criticamente o conceito de
marketing.
• Distinguir orientações de gestão orientadas para a
produção, para as vendas, para o produto, para o
marketing (e marketing interno) e relacionadas com o
marketing societal.
• Discutir novas tendências no marketing.
• Aplicar conceitos teóricos à discussão de casos/situações
reais e artigos científicos
Conceito de Marketing
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BIBLIOGRAFIA RECOMENDADA
LIVROS/PARTES DE LIVROS
Baker, Michael J. (2005). “Marketing _ Philosophy or Function?” in Baker, Michael J. (ed.), Marketing Theory – A Student Guide, Thomson Learning, pp. 1-20.
Kotler et al (2008). Principles of Marketing, Prentice Hall, 5th european edition. (ou outra versão do livro)
ARTIGOS
Grönroos, C. (2006). “On Defining Marketing: Finding a New Roadmap for Marketing”, Marketing Theory, 6(4), pp. 395-417.
Harris, Lloyd C. (2002). “Developing Market Orientation: and Exploration of Differences inManagement Approaches”, Journal of Marketing Management, 18, pp. 603-632.
Keith, Robert J. (1960). “The Marketing Revolution”, Journal of Marketing, 24(3), January, pp. 35-38.
Levitt, Thedore (1960). “Marketing Myopia”, Harvard Business Review, July-August.
Verhoef, P. & Leeflang, P. (2009). “Understanding the Marketing Department’s InfluenceWithin the Firm”, Journal of Marketing, 73, pp. 14-37.
Conceito de Marketing
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CASOS/Textos/VD
- As três grandes [MC];
- Importância de ouvir os clientes [T];
- Childreen see; Childreen do [VD]
Conceito de Marketing
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Conceito de Marketing
“Good marketing is no accident, but a result of careful planning and execution. Marketing practices are continually being refined and reformed in virtually all industries to increase the chances of success. But marketing excellence is rare and difficult to achieve. Marketing is both and ‘art’ and a ‘science’ – there is a constant tension between the formulated side of marketing and the creative side”
Kotler and Keller, 2006: p. 4
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O que é o Marketing?
Conceito de Marketing
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Conceito de Marketing
“Meeting needs profitably.”
Kotler & Keller, 2006: p. 5
Uma das mais curtas definições de marketing:
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“É conhecer e compreender o consumidor
tão bem que o produto ou serviço se adequa
a ele... e vende-se a si mesmo.”
Peter Drucker, 1973 em Kotler et al., 1999, p. 9, 10
“O objectivo do marketing é tornar a venda supérflua”
Conceito de Marketing
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Why is marketing important?
Conceito de Marketing
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Conceito de Marketing
1. How can we spot and choose the right market segments?
2. How can we differentiate our offerings?
3. How can we respond to customers who buy on price?
4. How can we compete against lower-cost, lower-price competitors?
5. How far can we go in customising our offering to each customer?
6. How can we grow our business?
7. How can we build stronger brands?
8. How can we keep our customers loyal for longer?
9. How can we tell which customers are more important?
10. How can we measure the payback from advertising, sales promotion and public relations?
11. How can we improve sales force productivity?
12. How can we get the other company departments to be more customer-oriented?
Fonte: Kotler & Keller 2006: p. 6
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A Simple Marketing System
Conceito de Marketing
Source: Kotler & Keller (2006): p. 11
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Conceito de Marketing
O marketer procura uma resposta comportamental da outra parte
(eg. compra, atenção, voto, donativo)
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Orientações das Empresas em relação ao Mercado
Conceito de Marketing
• Produção (Production)
• Produto (Product)
• Venda (Sales)
• Marketing (Marketing)
• Marketing Societal e Marketing Sustentável (Societal Marketing and Sustainable Marketing)
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Conceito de Marketing
Miopia de Marketing (Theodore Levitt, 1960)
(produto versus solução p/a problema)
Levitt, Thedore (1960). “Marketing Myopia”, Harvard Business Review,
July-August.
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• Evitar Miopia: benefícios em vez de produtos
“Na fábrica fazemos cosméticos,
nas perfumarias vendemos sonhos”
Charles Revlon, o fundador da marca Revlon
[vídeo farmácias portuguesas]
Conceito de Marketing
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Orientação para as Vendas versus Orientação para o Marketing
Kotler & Armstrong (2006): p. 11
Conceito de Marketing
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• Filosofia de gestão que coloca os consumidores e
suas necessidades no coração do que a empresa
fazer
(“think customer”)
“We will work hard to earn your trust and would like the
opportunity to offer you our assistance”
The Cooperative Bank
Conceito de Marketing
Orientação para o Marketing
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Internal Marketing
means that the firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
For the firm to deliver consistently high service quality, marketers must get everyone in the organisation to becustomer-centred. In fact, internal marketing must precede external marketing
(Kotler et al 2008: p. 605)
Conceito de Marketing
Orientação para o Marketing
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•Conceito de marketing defende que, para atingir
objectivos organizacionais:
determinar as necessidades e desejos do mercado
alvo e entregar a satisfação desejada de uma forma
mais eficaz e eficiente que os concorrentes
Kotler e Armstrong, 2006
Conceito de Marketing
Orientação para o Marketing
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Conceito de Marketing
“Marketing is an organizational function and a set of
processes for creating, communicating and delivering
value to customers and for managing customer
relationships in ways that benefit the organization and
its stakeholders”
American Marketing Association, 2006
Algumas definições de marketing…
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O Marketing é...
“O conjunto de métodos e dos meios de que uma
organização dispõe para promover, nos públicos pelos
quais se interessa, os comportamentos favoráveis à
realização dos seus próprios objectivos”
Lindon et al., 2006. Mercator XXI – Teoria e Prática do Marketing, Dom Quixote, p. 28.
Conceito de Marketing
Algumas definições de marketing…
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Conceito de Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Source: Kotler et al. (2008)
Algumas definições de marketing…
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Conceito de Marketing
Algumas definições de marketing…
"Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and
exchanging offerings that have value
for customers, clients, partners, and
society at large."
American Marketing Association, 2007
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Relationship building blocks: customer value andsatisfaction
• Customer satisfaction
� The extent to which a product’s perceivedperformance matches a buyer’s expectations.
� Studies reveal that higher levels of customerstaisfaction lead to greater customer loyalty, whichin turn results in better company performance
� Positive word-of-mouth
Conceito de Marketing
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Uma boa gestão de relacionamentos:
- Consumidor satisfeito ou “deliciado”
- Consumidor mais leal e word-of-mouth positivo
- Perder um consumidor é perder mais do que
uma venda.
Conceito de Marketing
Orientação para o Marketing
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Valor do Consumidor ao longo da vida:
Stew Leonard, que opera uma cadeia de supermercados muito lucrativa, diz que vê voar $50.000 da loja sempre que vê sair um cliente insatisfeito. Porquê?
O cliente gasta em média $100 por semana, 50 semanas por ano, e permanece na área 10 anos. Se este cliente tiver uma experiência infeliz e mudar de supermercado, Stew Leonard terá perdido $50.000 em receitas. A perda ainda será maior se o cliente desapontado partilhar a sua experiência com outros clientes e os levar também a mudar.
(Kotler e Armstrong, 2006)
Conceito de Marketing
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Conceito de Marketing
Fonte: Kotler e Armstrong, 2006: 20
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VALOR E SATISFAÇÃO
Conceito de Marketing
Costumer-Perceived Value as the racio
between perceived benefits and perceived
sacrifice (Monroe 1991; Ravald and Grönroos 1996)
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• Equilíbrio entre valor para o consumidor e lucro paraa organização!
•«O propósito do marketing não é maximizar a satisfação do consumidor. [...] O propósito do marketing é gerar valor para o consumidor [com lucro]. A verdade é que o relacionamento com o consumidor quebrar-se-á se deixar de existir valor. Tem que continuar a gerar mais valor para o consumidor mas não “oferecer a casa”. É um equilíbrio difícil.»
( Caruso em Kotler et al, 1999, p.22)
Conceito de Marketing
Orientação para o Marketing
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• Diferentes níveis de relacionamentos
• Especial atenção aos clientes mais lucrativos
• Programas de lealdade e retenção
Conceito de Marketing
Orientação para o Marketing
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Conceito de Marketing
• Comportamento de marketing responsável e de
forma que contribua para o bem-estar da sociedade.
Brassington and Pettitt (2008)
Marketing Societal e Corporate Social Responsability –
Responsabilidade Social das Organizações
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Conceito de Marketing
•Determinar necessidades, desejos e interesses do mercado-alvo e entregar a satisfação desejada de modo mais eficaz e eficiente do que os concorrentes e de forma a manter e a melhorar o bem-estar do consumidor e da sociedade (Kotler e Armstrong, 2006).
•Questiona se conceito marketing puro negligencia possíveis conflitos entre os desejos dos consumidores no curto prazo e o seu bem-estar no longo prazo;
Marketing Societal
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Conceito de Marketing
• A principle of enlightened marketing which holds that na organisation should make good marketing decisions byconsidering consumers’ wants, the company’srequirements, consumers’ long-run interests and society’slong-run interests (Kotler et al 2008: 19).
• The societal marketing concept holds that marketing strategy should deliver value o customers in a way thatmaintains or improves both the consumer’s and society’swell-being (Kotler et al 2008: 19).
Societal Marketing
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Conceito de Marketing
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Conceito de Marketing
Satisfação do consumidor
Bem Estar Societal
Lucro da Empresa
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Conceito de Marketing
• Inextricably tied in with the concept and best practices of CSR in its widest sense is the idea of sustainable development:
•Development that meets the needs of the present without comprising the ability of future generations to meet their own needs
(WCED 1987 in Brassington and Pettitt 2008)
Na Direcção do Marketing Sustentável
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Conceito de Marketing
•Sustainable marketing is the establishment, maintenance, and enhancement of customer relationships so that the objectives of the parties involved are met without compromising the ability of future generations to achieve their own objectives.
Brassington and Pettitt (2008: p. 15)
Na Direcção do Marketing Sustentável
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SUMÁRIO - Orientações
Satisfação dos consumidores, objectivos da empresa e bem-estar individual, social e ambiental, considerando futuras gerações
Marketing Sustentável
Marketing Societal
Marketing
Venda
Produção Eficiência, preço, capacidade interna da empresa
Técnicas de Venda/Promoção agressivas
Satisfação necessidades/ desejos dos consumidores e objectivos da empresa
Satisfação dos consumidores, objectivos da empresa e bem-estar individual e social
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Conceito de Marketing
Marketing: de quê?
- Bens, serviços
- Experiências
- Eventos
- Lugares
- Pessoas
- Organizações
- Ideias