CompMkt_1

GRUPO 1 - CONCEITO DE MARKETING

COMPLEMENTOS DE MARKETING MESTRADO EM GESTO

M. Teresa Heath

2009/10

Conceito de Marketing

OBJECTIVOS

Reflectir sobre, e discutir criticamente o conceito de marketing. Distinguir orientaes de gesto orientadas para a

produo, para as vendas, para o produto, para o marketing (e marketing interno) e relacionadas com o marketing societal. Discutir novas tendncias no marketing. Aplicar conceitos tericos discusso de casos/situaes reais e artigos cientficos

Conceito de Marketing
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 verso do livro)

ARTIGOS

Grnroos, 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 in Management 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 Departments Influence Within the Firm, Journal of Marketing, 73, pp. 14-37.

Conceito de Marketing

CASOS/Textos/VD

- As trs grandes [MC]; - Importncia de ouvir os clientes [T]; - Childreen see; Childreen do [VD]

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

Conceito de Marketing

O que o Marketing?

Conceito de Marketing

Uma das mais curtas definies de marketing:

Meeting needs profitably.

Kotler & Keller, 2006: p. 5

Conceito de Marketing

O objectivo do marketing tornar a venda suprflua

conhecer e compreender o consumidor to bem que o produto ou servio se adequa a ele... e vende-se a si mesmo.
Peter Drucker, 1973 em Kotler et al., 1999, p. 9, 10

Conceito de Marketing

Why is marketing important?

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 customeroriented?
Fonte: Kotler & Keller 2006: p. 6

Conceito de Marketing

A Simple Marketing System

Source: Kotler & Keller (2006): p. 11

Conceito de Marketing

O marketer procura uma comportamental da outra parte (eg. compra, ateno, voto, donativo)

resposta

Conceito de Marketing

Orientaes das Empresas em relao ao Mercado

Produo (Production) Produto (Product) Venda (Sales) Marketing (Marketing) Marketing Societal e Marketing Sustentvel (Societal Marketing and Sustainable Marketing)

Conceito de Marketing

Miopia de Marketing (Theodore Levitt, 1960) (produto versus soluo p/a problema)

Levitt, Thedore (1960). Marketing Myopia, Harvard Business Review, July-August.

Conceito de Marketing

Evitar Miopia: benefcios em vez de produtos

Na fbrica fazemos cosmticos, nas perfumarias vendemos sonhos

Charles Revlon, o fundador da marca Revlon

[vdeo farmcias portuguesas]

Conceito de Marketing

Orientao para as Vendas versus Orientao para o Marketing

Kotler & Armstrong (2006): p. 11

Conceito de Marketing Orientao para o Marketing

Filosofia de gesto que coloca os consumidores e suas necessidades no corao 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 Orientao para o Marketing Internal Marketing

means that the firm must orient and motivate its customercontact 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 be customer-centred. In fact, internal marketing must precede external marketing
(Kotler et al 2008: p. 605)

Conceito de Marketing Orientao para o Marketing

Conceito de marketing defende que, para atingir objectivos organizacionais: determinar as necessidades e desejos do mercado alvo e entregar a satisfao desejada de uma forma mais eficaz e eficiente que os concorrentes
Kotler e Armstrong, 2006

Conceito de Marketing Algumas definies 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

Conceito de Marketing Algumas definies de marketing

O Marketing ...

O conjunto de mtodos e dos meios de que uma organizao dispe para promover, nos pblicos pelos quais se interessa, os comportamentos favorveis realizao dos seus prprios objectivos

Lindon et al., 2006. Mercator XXI Teoria e Prtica do Marketing, Dom Quixote, p. 28.

Conceito de Marketing Algumas definies 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)

Conceito de Marketing Algumas definies 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

Conceito de Marketing

Relationship satisfaction

building

blocks:

customer

value

and

Customer satisfaction The extent to which a products perceived performance matches a buyers expectations. Studies reveal that higher levels of customer staisfaction lead to greater customer loyalty, which in turn results in better company performance Positive word-of-mouth

Conceito de Marketing Orientao para o Marketing Uma boa gesto de relacionamentos:

Consumidor satisfeito ou deliciado Consumidor mais leal e word-of-mouth positivo Perder um consumidor perder mais do que uma venda.

Conceito de Marketing

Valor do Consumidor ao longo da vida: Stew Leonard, que opera uma cadeia de supermercados muito lucrativa, diz que v voar $50.000 da loja sempre que v sair um cliente insatisfeito. Porqu?

O cliente gasta em mdia $100 por semana, 50 semanas por ano, e permanece na rea 10 anos. Se este cliente tiver uma experincia infeliz e mudar de supermercado, Stew Leonard ter perdido $50.000 em receitas. A perda ainda ser maior se o cliente desapontado partilhar a sua experincia com outros clientes e os levar tambm a mudar.
(Kotler e Armstrong, 2006)

Conceito de Marketing

Fonte: Kotler e Armstrong, 2006: 20

Conceito de Marketing

VALOR E SATISFAO

Costumer-Perceived sacrifice

Value

as

the racio

between perceived benefits and perceived

(Monroe 1991; Ravald and Grnroos 1996)

Conceito de Marketing Orientao para o Marketing

Equilbrio entre valor para o consumidor e lucro para a organizao!

O propsito do marketing no maximizar a satisfao do consumidor. [...] O propsito do marketing gerar valor para o consumidor [com lucro]. A verdade que o relacionamento com o consumidor quebrar-se- se deixar de existir valor. Tem que continuar a gerar mais valor para o consumidor mas no oferecer a casa. um equilbrio difcil.
( Caruso em Kotler et al, 1999, p.22)

Conceito de Marketing Orientao para o Marketing

Diferentes nveis de relacionamentos

Especial ateno aos clientes mais lucrativos

Programas de lealdade e reteno

Conceito de Marketing
Marketing Societal e Corporate Social Responsability Responsabilidade Social das Organizaes

Comportamento

de

marketing

responsvel

de

forma que contribua para o bem-estar da sociedade.

Brassington and Pettitt (2008)

Conceito de Marketing

Marketing Societal

Determinar necessidades, desejos e interesses do

mercado-alvo e entregar a satisfao 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 possveis conflitos entre os desejos dos consumidores no curto prazo e o seu bem-estar no longo prazo;

Conceito de Marketing

Societal Marketing

A principle of enlightened marketing which holds that na

organisation should make good marketing decisions by considering consumers wants, the companys requirements, consumers long-run interests and societys long-run interests (Kotler et al 2008: 19). The societal marketing concept holds that marketing strategy should deliver value o customers in a way that maintains or improves both the consumers and societys well-being (Kotler et al 2008: 19).

Conceito de Marketing

Conceito de Marketing

Bem Estar Societal

Satisfao do consumidor

Lucro da Empresa

Conceito de Marketing Na Direco do Marketing Sustentvel

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)

Conceito de Marketing Na Direco do Marketing Sustentvel

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)

SUMRIO - Orientaes

Produo Venda Marketing

Eficincia, preo, capacidade interna da empresa Tcnicas agressivas de Venda/Promoo

Satisfao necessidades/ desejos dos consumidores e objectivos da empresa dos consumidores, objectivos da empresa e bem-estar individual e social Satisfao dos consumidores, objectivos da empresa e bem-estar individual, social e ambiental, considerando futuras geraes

Marketing Societal Satisfao

Marketing Sustentvel

Conceito de Marketing Marketing: de qu?

- Bens, servios - Experincias - Eventos - Lugares - Pessoas - Organizaes - Ideias