Aula 1 gestao_mkt_ferramentacompetitiva
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Transcript of Aula 1 gestao_mkt_ferramentacompetitiva
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A gestão de marketing como ferramenta
competitiva.
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Marketing tornou-se uma força
difundida e influente em todas as
profissões
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Mitos do Marketing
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Mitos do Marketing
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Mitos do Marketing
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Mitos do Marketing
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Mitos do Marketing
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Por definição Marketing é
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Por definição Marketing é
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O conceito de Marketing sustenta que, para o alcance das metas de uma
organização, é preciso que se determine as necessidades e desejos do mercado
alvo e se proporcione a satisfação desejada de forma mais eficiente que os
concorrentes.
Ofereça satisfação ao cliente, pois este é a pessoa mais importante da
organização.
O cliente não depende da empresa, a empresa é que depende dele.
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“Marketing é análise, planejamento, implementação e controle de programas
cuidadosamente formulados que visam proporcionar trocas voluntárias de
valores ou utilidades com mercados-alvo,
com o propósito de realizar os objetivos organizacionais”.
Portanto, Marketing ocorre antes que ocorra qualquer venda, envolve criação
de planos.
É, portanto, um processo gerencial.
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Conceitos Fundamentais
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Necessidades, Demandas e Desejos
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Necessidades, Demandas e Desejos
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Necessidades, Demandas e Desejos
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Necessidades, Demandas e Desejos
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Necessidades, Demandas e Desejos
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Necessidades, Demandas e Desejos
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Posicionamento e Demanda
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Uma empresa que não INOVA será sucumbida por aquela
que, através de processos de inovação, se diferencia no mercado,
por meio de produtos ou preços mais atrativos para os
consumidores.
O maior desafio...
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Posicionamento e Demanda
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Posicionamento e Demanda
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Posicionamento e Demanda
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Oferta e Demanda
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Percepção de Valor
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Concorrência
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Até amanhã!!!