Aula 1 - Parte 1
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MARKETING
O QUE ? QUEM FAZ? QUAIS AS
TENDNCIAS?
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MARKETING
OQUE
MARKETING?
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O Que Mar!e"#$%?
Venda?
Propaganda?
Publicidade?
http://images.google.com.br/imgres?imgurl=http://pt.dreamstime.com/tag-vermelho-da-venda-thumb5825783.jpg&imgrefurl=http://pt.dreamstime.com/fotos-de-stock-tag-vermelho-da-venda-image5825783&usg=__UpPRzJDk-iibi2YWBzN7gd8L7AQ=&h=300&w=300&sz=37&hl=pt-BR&start=3&um=1&itbs=1&tbnid=5QbxgmgapO_ZcM:&tbnh=116&tbnw=116&prev=/images?q=venda&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://static.hsw.com.br/gif/propaganda-3.jpg&imgrefurl=http://pessoas.hsw.uol.com.br/propaganda.htm&usg=__MIaOEWk1mTpWAZje0vsnWtj26TE=&h=288&w=400&sz=25&hl=pt-BR&start=33&um=1&itbs=1&tbnid=0_rP8R3SMtAyCM:&tbnh=89&tbnw=124&prev=/images?q=propaganda&start=18&um=1&hl=pt-BR&sa=N&ndsp=18&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://documentotupiniquim.com/wp-content/uploads/2008/09/propaganda_pol.jpg&imgrefurl=http://documentotupiniquim.com/?tag=propaganda&usg=__2arQsQciLY7uuEHo8muMpT3cK-w=&h=600&w=428&sz=10&hl=pt-BR&start=36&um=1&itbs=1&tbnid=VDi3OK2GsUr-zM:&tbnh=135&tbnw=96&prev=/images?q=propaganda&start=18&um=1&hl=pt-BR&sa=N&ndsp=18&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://pt.dreamstime.com/tag-vermelho-da-venda-thumb5825783.jpg&imgrefurl=http://pt.dreamstime.com/fotos-de-stock-tag-vermelho-da-venda-image5825783&usg=__UpPRzJDk-iibi2YWBzN7gd8L7AQ=&h=300&w=300&sz=37&hl=pt-BR&start=3&um=1&itbs=1&tbnid=5QbxgmgapO_ZcM:&tbnh=116&tbnw=116&prev=/images?q=venda&um=1&hl=pt-BR&tbs=isch:1 -
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Co$&e#"o 'e Mar!e"#$%
(U)a fu$*+o or%a$#,ao$al e u) &o$-u$"o 'e ro&e//o/que e$0ol0e) a &r#a*+o1 a &o)u$#&a*+o e a e$"re%a 'e0alor ara o/ &l#e$"e/1 2e) &o)o a a')#$#/"ra*+o 'o
relao$a)e$"o &o) ele/1 'e )o'o que 2e$ef#e aor%a$#,a*+o e /eu 32l#&o #$"ere//a'o4 5Ko"ler1 67789
A"#0#'a'e que a%re%a 0alor ao ro'u"o ou /er0#*o1 /e$'oe//e 0alor 2e$f#&o $+o ae$a/ ara o &l#e$"e e/e&:f#&o
e ara or%a$#,a*+o1 &o)o "a)2) ara a /oe'a'e e)/eu/ ro&e//o/ 'e /u/"e$"a2#l#'a'e
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Co$&e#"o/
Mar!e" 5)er&a'o9 > #$% 5%er3$'#o9
Mer&a'olo%#a
Marque"e#ro / Prof#//#o$al 'e Mar!e"#$%
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Mer&a'o
o lu%ar 5f:/#&o e@ou a2/"ra"o9 o$'e /ur%e) o/ fe$)e$o/B
Ofer"a e De)a$'a
Oferta: oferecer produtos
Demanda: procurarprodutos
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D#$e#ro e Moe'a
D#$e#ro o )e#o que u/a)o/ ara 'ef#$#r qua$"o 0ale o ro'u"oou /er0#*o.
http://palavrassussurradas.files.wordpress.com/2008/02/cheque.jpghttp://images.google.com.br/imgres?imgurl=http://universodacopa.com.br/static/img/content/cartao-de-credito.jpg&imgrefurl=http://universodacopa.com.br/blog/negocios/post/empresa-de-cartoes-se-prepara&usg=__u9TFx-hq8c5yhEAKBk6cWI3RQ44=&h=376&w=560&sz=36&hl=pt-BR&start=1&um=1&itbs=1&tbnid=tV0JZJHYaZ1FfM:&tbnh=89&tbnw=133&prev=/images?q=cartao&um=1&hl=pt-BR&tbs=isch:1 -
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De/e-o/ e Ne&e//#'a'e/
Fo)e $e&e//#'a'e
P+o 'e/e-o
Se'e $e&e//#'a'e
Cer0e-a 'e/e-o
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O2-e"#0o 'o Mar!e"#$%
N+o o'e)o/ e/que&er que a/ e//oa/ 2u/&a) 2e$ef:o/ e a/e)re/a/ "a)2). D#a$"e '#//o1 re/a)o/ le)2rar que oo2-e"#0o 'o )ar!e"#$% o B
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A/e&"o/ Oerao$a#/ 'o Mar!e"#$%
Marketing
O2-e"#0o A*e/ Fo&o
LucroCriar, Comunicar,inovar, distribuir,interagir, valorar,gerir
O Cliente, a
empresa, asociedade, asnovastecnologias
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T#o/ 'e Mar!e"#$%
Oerao$alB ee&u"a a/ a"#0#'a'e/ 'e ro'u*+o 'e)a"er#a#/1 'e 0e$'a/1 ro)o*e/1 &a)a$a/1u2l#"=r#a/1 e$"re ou"ra/
T="#&oB l#%a'o a/ 0e$'a/1 e$0ol0e/e &o) o/ $e%Ho/1'e/e/ &o)era#/1 ol:"#&a/ 'e 0e$'a/ e H/0e$'a/1re*o/1 &a$a#/ 'e '#/"r#2u#*+o e"&...
E/"ra"%#&oB e/"u'a o )er&a'o1 l#$a/ 'e a*+o1 )o$#"orao )er&a'o1 ela2ora la$o/ a2ra$%e$"e/ que e$0ol0e) aor%a$#,a*+o &o)o u) "o'o.
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Or#e$"a*+o 'a/ E)re/a/
Pro'u*+oB
Pro'u"oB
e$'a/B
Mar!e"#$%B
E&o//#/"e)aB
http://images.google.com.br/imgres?imgurl=http://universecard.net/images/UNINTER%20doc.2.JPG&imgrefurl=http://www.universecard.net/about5.html&usg=__-TYpOpZQWC9_ba84-apgSCBtmtw=&h=560&w=590&sz=111&hl=pt-BR&start=7&um=1&itbs=1&tbnid=1ZSJHXE-qUCF9M:&tbnh=128&tbnw=135&prev=/images?q=uninter&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://2.bp.blogspot.com/_JQmQgAepGgk/SfdOef7vDBI/AAAAAAAACHI/B--_wXzSpnQ/s400/baianinho_casas+bahia.png&imgrefurl=http://salvadorbrasil.blogspot.com/2009/04/depois-de-56-anos-casas-bahia-chega.html&usg=__J15YTQsjI_EBg975HZ1tkvnZku4=&h=391&w=280&sz=102&hl=pt-BR&start=1&um=1&itbs=1&tbnid=7gI5xOIMJt0SFM:&tbnh=123&tbnw=88&prev=/images?q=casas+bahia&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://porta10a.files.wordpress.com/2009/07/ferrari_jpeg.jpg&imgrefurl=http://porta10a.wordpress.com/2009/07/30/ferrari/&usg=__KePoKkFVoOT9toXURTsNu9bhASI=&h=768&w=1024&sz=78&hl=pt-BR&start=12&um=1&itbs=1&tbnid=VtAa_bYFLhHVOM:&tbnh=113&tbnw=150&prev=/images?q=ferrari&um=1&hl=pt-BR&tbs=isch:1 -
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REASE
TIPOSDE
MARKET
ING
http://images.google.com.br/imgres?imgurl=http://www.bemparana.com.br/mercadocriativo/wp-content/uploads/2008/10/image-021-forum-marketing-01.jpg&imgrefurl=http://canalcomun.blogspot.com/2009/05/blog-post.html&usg=__VQD6vsGZmnI6Fmjv5X78fJCDgKU=&h=296&w=370&sz=29&hl=pt-BR&start=23&um=1&itbs=1&tbnid=N44iwengWRWkuM:&tbnh=98&tbnw=122&prev=/images?q=areas+marketing&start=18&um=1&hl=pt-BR&sa=N&ndsp=18&tbs=isch:1 -
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$a a e/ o ar e $%
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T#o/ 'e Mar!e"#$%
D#re"o
Re'eB #$'#&a*+o
Relao$a)e$"oB Cl#e$"e/&a0e #ralB
Guerr#laB No":a
Ele"r$#&oB I$"er$e"
A)2#e$"alB Soe"alB Re/o$/=0el1 "#&o
Cul"uralB Cul"ura1 "ea"ro1 $e)a
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Co)o/"o 'e Mar!e"#$%
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COMPOSTODE
MARKETING?
PRODUTO
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O2-e"#0o ; Sa"#/fa,er a/ $e&e//#'a'e/ 'o/ Cl#e$"e/
Je$/ f:/#&o/B
Ser0#*o/B
Pe//oa/B
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http://images.google.com.br/imgres?imgurl=http://blogs.universia.com.br/lifeando/files/2008/11/vivo-tim-claro-oi-operadoras-celular-brasil.jpg&imgrefurl=http://blogs.universia.com.br/lifeando/&usg=__INd2jPnaR4Fson4_dLEy6VHAJv8=&h=300&w=400&sz=15&hl=pt-BR&start=15&um=1&itbs=1&tbnid=t5hYovfrvxmmyM:&tbnh=93&tbnw=124&prev=/images?q=vivo&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://www.cidademarketing.com.br/2009/sysfotos/imagensexibicao/noticias/novembro2009/cocacola01.jpg&imgrefurl=http://www.cidademarketing.com.br/2009/n/594/coca-cola-investir-r-11-bi-no-brasil-em-cinco-anos.html&usg=__hcEMQrgaUk4wEnEiupm1mLrGJjE=&h=349&w=350&sz=83&hl=pt-BR&start=1&um=1&itbs=1&tbnid=GiwT7a4q53VBnM:&tbnh=120&tbnw=120&prev=/images?q=coca+cola&um=1&hl=pt-BR&tbs=isch:1 -
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http://images.google.com.br/imgres?imgurl=http://www.biinternational.com.br/aluno/wwatanabe/files/2009/10/natura.jpg&imgrefurl=http://www.biinternational.com.br/aluno/wwatanabe/tag/natura/&usg=__vM8EcreLj5lEMb5U9NrIZuR72ao=&h=1154&w=1266&sz=90&hl=pt-BR&start=1&um=1&itbs=1&tbnid=VAJS_eFz7DEKvM:&tbnh=137&tbnw=150&prev=/images?q=natura&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://namesadobigbrother.files.wordpress.com/2009/11/franquia-brahma.jpg&imgrefurl=http://namesadobigbrother.wordpress.com/2009/11/19/propaganda-da-brahma/&usg=__9ZdV3iUBnZf5j_VJ8iCdcv9QF8Y=&h=322&w=305&sz=28&hl=pt-BR&start=1&um=1&itbs=1&tbnid=b1ZlgmqaSDUpeM:&tbnh=118&tbnw=112&prev=/images?q=brahma&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://2.bp.blogspot.com/_SR0DRIfXm5k/SzkGxFE6F9I/AAAAAAAAAiU/MFiPR5o7-uQ/s400/avon.jpg&imgrefurl=http://coisasdapripri.blogspot.com/2009/12/quiosque-avon-no-barra-shopping.html&usg=__eEENqHy2H3UqsdNbovg8_lBmekk=&h=320&w=320&sz=5&hl=pt-BR&start=4&um=1&itbs=1&tbnid=nVoHzUWeAD7eNM:&tbnh=118&tbnw=118&prev=/images?q=avon&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://www.mesmerize.com.au/images/HavaianasLOGO.jpg&imgrefurl=http://www.mesmerize.com.au/&usg=__9IqFC9T52FM-Yaz2Yn32vTXydlo=&h=166&w=700&sz=22&hl=pt-BR&start=5&um=1&itbs=1&tbnid=VMIR1t27qh8zsM:&tbnh=33&tbnw=140&prev=/images?q=havaianas+logo&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://abobado.files.wordpress.com/2008/11/itau-unibanco.jpg&imgrefurl=http://abobado.wordpress.com/2008/11/03/ita-e-unibanco-se-unem-e-criam-maior-grupo-do-hemisfrio-sul/&usg=__64BqegMXILZrXWcr9HKIIzPYKmk=&h=253&w=626&sz=26&hl=pt-BR&start=3&um=1&itbs=1&tbnid=R7bXZiOexzB1fM:&tbnh=55&tbnw=136&prev=/images?q=itau+unibanco&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://i940.photobucket.com/albums/ad244/japadecoracao/BRADESCO.jpg&imgrefurl=http://produto.mercadolivre.com.br/MLB-132799071-manequins-de-espuma-fabric-_JM&usg=__aXI3lAVeAmE0AA6KWtMGHMN7cFE=&h=320&w=320&sz=9&hl=pt-BR&start=3&um=1&itbs=1&tbnid=Oyu_F6zUWNZxPM:&tbnh=118&tbnw=118&prev=/images?q=bradesco&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://blogs.technet.com/blogfiles/jbuff/WindowsLiveWriter/AreyoulookingforaDPMservertryaDataProtec_F2EF/Dell_logo_circle_2.png&imgrefurl=http://www.dipity.com/gusfischer/personal/list&usg=__qSHcIB5aBR6Ql8gt7FrXfAfsuAE=&h=322&w=322&sz=38&hl=pt-BR&start=5&um=1&itbs=1&tbnid=Su61sqyrgV7TqM:&tbnh=118&tbnw=118&prev=/images?q=dell&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://interformacao.files.wordpress.com/2007/11/windows-vista-logo.jpg&imgrefurl=http://interformacao.wordpress.com/2007/11/21/faca-o-windows-dizer-a-voce-qual-e-a-senha-do-usuario/&usg=__IZg5MO1t8s78x5FtqoY9qosABAo=&h=371&w=400&sz=30&hl=pt-BR&start=5&um=1&itbs=1&tbnid=ErJ8j3A6kReOEM:&tbnh=115&tbnw=124&prev=/images?q=windows&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://www.macmaniacos.com/blog/wp-content/uploads/2009/12/apple-logo.jpg&imgrefurl=http://www.macmaniacos.com/blog/tag/apple-store/&usg=__Ky2jHdfAmNawvrabM9lVIC8r9Xc=&h=300&w=300&sz=20&hl=pt-BR&start=1&um=1&itbs=1&tbnid=etxQRsVy8MceLM:&tbnh=116&tbnw=116&prev=/images?q=apple&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://www.pontonosso.com.br/partner/Tang%20Logo.png&imgrefurl=http://pdvnews.blogspot.com/2009/07/tang-traz-aos-pontos-de-venda-o-sabor.html&usg=__eTU4AjDNPYwr6V4UXcnf-XLLYf4=&h=269&w=393&sz=106&hl=pt-BR&start=1&um=1&itbs=1&tbnid=BcDpHMtYdQVTgM:&tbnh=85&tbnw=124&prev=/images?q=tang&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://pitstopbrasil.files.wordpress.com/2008/07/volkswagen2.jpg&imgrefurl=http://pitstopbrasil.wordpress.com/2008/07/&usg=__wQ4E2yYbNkb8nhGHSCsFYb3ziAQ=&h=320&w=320&sz=24&hl=pt-BR&start=1&um=1&itbs=1&tbnid=ITjssVI7EqqMGM:&tbnh=118&tbnw=118&prev=/images?q=volkswagen&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://blogcarro.files.wordpress.com/2010/01/fiat1.jpg&imgrefurl=http://blogcarro.wordpress.com/2010/01/07/fiat-ira-produzir-seu-cambio-de-dupla-embreagem/&usg=__P5QwrsT9EYXKRiMAZH84ZLGjg6M=&h=408&w=640&sz=24&hl=pt-BR&start=1&um=1&itbs=1&tbnid=LzPs-MASJxAlyM:&tbnh=87&tbnw=137&prev=/images?q=fiat&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://ciclopublicidade.files.wordpress.com/2009/06/sadia_perdigao.jpg&imgrefurl=http://ciclopublicidade.wordpress.com/2009/06/24/nao-caia-no-mesmo-erro-da-sadia/&usg=__I3j4MVXXSn4mo5OiD_t5F_V6q1w=&h=373&w=640&sz=23&hl=pt-BR&start=3&um=1&itbs=1&tbnid=4i3Q5O09jyhR3M:&tbnh=80&tbnw=137&prev=/images?q=sadia&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://blogs.universia.com.br/lifeando/files/2008/11/vivo-tim-claro-oi-operadoras-celular-brasil.jpg&imgrefurl=http://blogs.universia.com.br/lifeando/&usg=__INd2jPnaR4Fson4_dLEy6VHAJv8=&h=300&w=400&sz=15&hl=pt-BR&start=15&um=1&itbs=1&tbnid=t5hYovfrvxmmyM:&tbnh=93&tbnw=124&prev=/images?q=vivo&um=1&hl=pt-BR&tbs=isch:1http://images.google.com.br/imgres?imgurl=http://www.cidademarketing.com.br/2009/sysfotos/imagensexibicao/noticias/novembro2009/cocacola01.jpg&imgrefurl=http://www.cidademarketing.com.br/2009/n/594/coca-cola-investir-r-11-bi-no-brasil-em-cinco-anos.html&usg=__hcEMQrgaUk4wEnEiupm1mLrGJjE=&h=349&w=350&sz=83&hl=pt-BR&start=1&um=1&itbs=1&tbnid=GiwT7a4q53VBnM:&tbnh=120&tbnw=120&prev=/images?q=coca+cola&um=1&hl=pt-BR&tbs=isch:1 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No)e1 /:)2olo1 "er)o ara #'e$"#f#&ar 2e$/ ou /er0#*o/
Tra$/for)ar e) DIFERENCIA