cdp jorge pacheco_
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Jorge Pacheco
24 de Maio de 2013quarta-feira, 22 de Maio de 2013
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O QUE É O
MARKETING?
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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O Marketing não cria as necessidades.
quarta-feira, 22 de Maio de 2013
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O Marketing não cria as necessidades.
A publicidade não é supérflua e o marketing não é
publicidade.
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Existem necessidades que desconhecemos.
quarta-feira, 22 de Maio de 2013
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Existem necessidades que desconhecemos.
O Marketing não se destina apenas a entidades
com fins lucrativos. !
quarta-feira, 22 de Maio de 2013
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PARA QUE SERVE O MARKETING?
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Valor Económicoquarta-feira, 22 de Maio de 2013
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Valor Económicoquarta-feira, 22 de Maio de 2013
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Valor Económicoquarta-feira, 22 de Maio de 2013
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Valor Económicoquarta-feira, 22 de Maio de 2013
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Valor Socialquarta-feira, 22 de Maio de 2013
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Valor Socialquarta-feira, 22 de Maio de 2013
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Valor Culturalquarta-feira, 22 de Maio de 2013
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Valor Culturalquarta-feira, 22 de Maio de 2013
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Valor Educacionalquarta-feira, 22 de Maio de 2013
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Valor Educacionalquarta-feira, 22 de Maio de 2013
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Valor Ambientalquarta-feira, 22 de Maio de 2013
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Valor Pessoalquarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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BIG IDEASquarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Think Differentquarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Big Ideaquarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Ideia + Diferença = """...quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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SegmentaçãoTargetingPosicionamento
ProdutoPreço
PublicidadePontos de Venda
ProcessoPessoas
Pontos físicos
Gestão de Relacionamento com os clientes
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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• Realizar estudos de mercado
• Benchmarking/concorrência
• SWOT / PESTE
• Comportamento do consumidor
…
Diagnosticar & Analisar
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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43% das raparigas entre os 6 e os 9 aos usam regularmente batom ou gloss.
Cada miúda gastará nos próximos 50 anos qualquer coisa como 230.000 ! nestes produtos!
Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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“Os inquiridos em estudos de consumo respondem muitas vezes o que acham que os entrevistadores querem ouvir. É por isso que os métodos tradicionais não permitem medir eficazmente a notabilidade de um produto!”David Lewis, Março 2010
NeuroMarketing
Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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“Os inquiridos em estudos de consumo respondem muitas vezes o que acham que os entrevistadores querem ouvir. É por isso que os métodos tradicionais não permitem medir eficazmente a notabilidade de um produto!”David Lewis, Março 2010
NeuroMarketing
Comportamento do consumidor
quarta-feira, 22 de Maio de 2013
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Estudos de mercado
• Fonte: AYR Portugal
Tendências
TENDÊNCIASDão-nos pistas e insights sobre o que desenvolver e fazer, agora e
para o futuro.
MODAAplicar agora e durante algum
tempo.
ONDASDizem-nos o que se está a
passar agora.
quarta-feira, 22 de Maio de 2013
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Algumas tendências
• Empower Me
• 50+ (até aos 70
• Involving WOW Experiencies
• Cool Sustainability
quarta-feira, 22 de Maio de 2013
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Empower Me
WIMPY
quarta-feira, 22 de Maio de 2013
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Empower Me
WIMPY
quarta-feira, 22 de Maio de 2013
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The Braille Phone
http://www.yankodesign.com/
2012/02/20/the-ultimate-braille-phone/
Empower Me
quarta-feira, 22 de Maio de 2013
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www.mejobu.com/
É uma solução original, resultante de uma parceria entre a Fundação da Juventude e a Consultora em Novas Tecnologias Dopamina 360, que pretende aproximar os jovens de novas soluções de empregabilidade.
Entre os amigos do MeJobU estarão outros jovens na mesma situação, mas também possíveis empregadores. É uma oportunidade de mostrar o trabalho – através de texto, imagem, vídeo – para convencer potenciais entidades empregadoras de que são a pessoa indicada para determinado cargo.
http://p3.publico.pt/actualidade/sociedade/707/mejobu-rede-social-para-licenciados-desempregados
Empower Me
quarta-feira, 22 de Maio de 2013
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50+
quarta-feira, 22 de Maio de 2013
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Involving WOW ExperienciesAr da Armênia numa lata – nem mais, nem menos, e
contendo - de acordo com o rótulo (em armênio, russo e Inglês):
!20% de ar Erevan;
25% do ar da montanha;10% da névoa do lago Sevan;
35% da sensação de hospitalidade local;5% de cheiro de um pão típico chamado lavash;
5% de "churrasco do vizinho"!
• desejo de voltar a Arménia ou, se isso não for possível é o motivo para a compra destas latas e repetir a
experiência.
Cada lata custa 3,6 ", o prazo de validade é Setembro de 2107 e foram vendidas como pãezinhos quentes.
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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OAT -!The Shoes That Bloom!
Introducing OAT. The first biodegradable sneaker in the world. Once done walking your walk, put them in the ground and they will not only degrade into nature. They will also bloom because
of the seeds embedded in the shoe. Cradle to cradle at it's best.!
Cool Sustainability
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Alguns sites de tendências
www.thecoolhunter.net www.coolhunting.com www.scienceofthetime.com www.trendhunter.com www.trendwatching.com www.yron.pt www.springwise.com
www.ayr-insights.com/pt/www.trendbuero.de www.cscout.com www.trendpool.com www.shapingtomorrow.com www.trendalert.pt
quarta-feira, 22 de Maio de 2013
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3 Pilares
quarta-feira, 22 de Maio de 2013
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! Segmentação
3 Pilares
quarta-feira, 22 de Maio de 2013
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! Segmentação
3 Pilares
quarta-feira, 22 de Maio de 2013
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! Segmentação
! Targeting
3 Pilares
quarta-feira, 22 de Maio de 2013
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! Segmentação
! Targeting
3 Pilares
quarta-feira, 22 de Maio de 2013
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! Segmentação
! Targeting
! Posicionamento
3 Pilares
quarta-feira, 22 de Maio de 2013
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S egmentação
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Geográficos – Região, País, Dimensão da localidade onde reside…
Demográficos – Idade, Sexo, Nível de rendimentoProfissão...
Comportamentais - Motivação da compra, Intensidade da compra, Lealdade à marca...
Psicográficos – Personalidade, Estilos de vida...
Critérios de Segmentação
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Targeting
quarta-feira, 22 de Maio de 2013
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TARGETING
Ter sempre em atenção:
• Competências e recursos da empresa.
• Atratividade dos segmentos.
quarta-feira, 22 de Maio de 2013
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Posicionamento
quarta-feira, 22 de Maio de 2013
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Associações
•Fortes
•Favoráveis
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Let´s Do It
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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PRODUTO
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Design
quarta-feira, 22 de Maio de 2013
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Serviço
Design
quarta-feira, 22 de Maio de 2013
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Serviço
EmbalagemDesign
quarta-feira, 22 de Maio de 2013
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Garantias
Serviço
EmbalagemDesign
quarta-feira, 22 de Maio de 2013
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Garantias
Serviço
MarcaEmbalagemDesign
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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PREÇO
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Preço
quarta-feira, 22 de Maio de 2013
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PagamentoCondições e Formas... Preço
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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PROMOÇÃO / COMUNICAÇÃO
quarta-feira, 22 de Maio de 2013
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Mix de Comunicação
PUBLICIDADE
RELAÇÕES PÚBLICAS
FORÇA DE VENDAS
MARKETING DIRETO
PROMOÇÃO DE VENDAS
©2012 Pearson Education
quarta-feira, 22 de Maio de 2013
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PUBLICIDADE
quarta-feira, 22 de Maio de 2013
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PUBLICIDADE
quarta-feira, 22 de Maio de 2013
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Relações Públicas
quarta-feira, 22 de Maio de 2013
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Relações Públicas
Press-Releases, Relações com a Comunidade, Congresso, eventos, Jornais Internos, Gestão de Crises.
quarta-feira, 22 de Maio de 2013
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http://www.youtube.com/watch?feature=player_embedded&v=PKUDTPbDhnA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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MERCHANDISING
quarta-feira, 22 de Maio de 2013
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MERCHANDISING
quarta-feira, 22 de Maio de 2013
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MERCHANDISING
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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http://www.youtube.com/watch?feature=player_embedded&v=NVyIslpS87Y
PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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http://www.youtube.com/watch?feature=player_embedded&v=NVyIslpS87Y
PROMOÇÕES DE VENDA
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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VENDA PESSOAL
quarta-feira, 22 de Maio de 2013
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MARKETING DIRECTO
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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PONTOS DE DISTRIBUIÇÃO
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Transporte e tempo de entrega
quarta-feira, 22 de Maio de 2013
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Transporte e tempo de entrega
Localização das Lojas
quarta-feira, 22 de Maio de 2013
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Transporte e tempo de entrega
Localização das Lojas
Condições da entrega
quarta-feira, 22 de Maio de 2013
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Pessoas
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Formação
quarta-feira, 22 de Maio de 2013
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Formação
Uniforme
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Formação
Uniforme
Educação
quarta-feira, 22 de Maio de 2013
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Pontos Físicos (Evidência Física)
quarta-feira, 22 de Maio de 2013
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• Instalações, design do edifício• Sinalização exterior e interior• Estacionamento no edifício, • Espaços verdes.• Temperatura e Ar condicionado. • Estado das viaturas• Mobiliário.• Fardas.• Cartões de visita.• Caixas de correio.• ...
quarta-feira, 22 de Maio de 2013
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• Instalações, design do edifício• Sinalização exterior e interior• Estacionamento no edifício, • Espaços verdes.• Temperatura e Ar condicionado. • Estado das viaturas• Mobiliário.• Fardas.• Cartões de visita.• Caixas de correio.• ...
quarta-feira, 22 de Maio de 2013
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• Instalações, design do edifício• Sinalização exterior e interior• Estacionamento no edifício, • Espaços verdes.• Temperatura e Ar condicionado. • Estado das viaturas• Mobiliário.• Fardas.• Cartões de visita.• Caixas de correio.• ...
quarta-feira, 22 de Maio de 2013
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Processo
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Desafios
quarta-feira, 22 de Maio de 2013
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Customização
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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No B2B é uma das condições necessárias para se fazer um negócio.
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Desafios
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Do ponto de venda!quarta-feira, 22 de Maio de 2013
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… aos locais de experiências.
quarta-feira, 22 de Maio de 2013
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… aos locais de experiências.
quarta-feira, 22 de Maio de 2013
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… aos locais de experiências.
quarta-feira, 22 de Maio de 2013
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Ao designquarta-feira, 22 de Maio de 2013
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Ao designquarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Um Mundo ligado entre si....
http://www.youtube.com/watch?v=X_elkz3Cb-Y
quarta-feira, 22 de Maio de 2013
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" Acesso generalizado à Internet " Custos mais baixos e acesso mais fácil a equipamentos
(computadores, etc)." Acesso móvel " Novas plataformas
Agora...
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Passou do monólogo...
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Para o diálogo...
quarta-feira, 22 de Maio de 2013
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2/3 da população mundial visita as redes sociais
Alguns dados curiosos
quarta-feira, 22 de Maio de 2013
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144.000horas de vídeosão inseridas todos os dias
quarta-feira, 22 de Maio de 2013
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412.3 anos
A quantidade de tempo necessário para ver todos os videos do YouTube
quarta-feira, 22 de Maio de 2013
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14.200.000artigos
quarta-feira, 22 de Maio de 2013
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8.000.000.000Minutos dispendidos diariamente noFacebook
quarta-feira, 22 de Maio de 2013
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1.300.000posts diários
quarta-feira, 22 de Maio de 2013
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têm uma opinião mais positiva das empresas que têm blog
36%
quarta-feira, 22 de Maio de 2013
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DOS BLOOGERS ESCREVEM SOBRE PRODUTOS E MARCAS34%
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Marketing Digital
quarta-feira, 22 de Maio de 2013
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Social Engagement
http://www.youtube.com/watch?v=M5LqSMMBhIQ
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Fonte: Brian Solis – Decision Making Cycle of Connected customers
quarta-feira, 22 de Maio de 2013
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O QUE TEMOS DE FAZER
quarta-feira, 22 de Maio de 2013
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Definir uma Estratégia
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Fonte: David Armano, Edelman Digital 2011quarta-feira, 22 de Maio de 2013
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Quem é o público?
Onde está?
O que fala da nossa empresa, da nossa marca?
Para quem fala da nossa marca?
Ouvir
quarta-feira, 22 de Maio de 2013
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Comunicar com todos...online
e offline
quarta-feira, 22 de Maio de 2013
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http://www.youtube.com/watch?v=XNic4wf8AYg
Offline & Online
quarta-feira, 22 de Maio de 2013
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http://social.ford.com/
Offline & Online
quarta-feira, 22 de Maio de 2013
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Offline & Online
quarta-feira, 22 de Maio de 2013
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ROI
http://www.youtube.com/watch?feature=player_embedded&v=InrOvEE2v38#!
Offline & Online
quarta-feira, 22 de Maio de 2013
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Offline & Online
quarta-feira, 22 de Maio de 2013
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Offline & Online
quarta-feira, 22 de Maio de 2013
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Offline & Online
quarta-feira, 22 de Maio de 2013
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https://twitter.com/DellCares
Offline & Online
quarta-feira, 22 de Maio de 2013
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http://mystarbucksidea.force.com/
Offline & Online
quarta-feira, 22 de Maio de 2013
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Fãs e Embaixadoresquarta-feira, 22 de Maio de 2013
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Fãs e Embaixadores
quarta-feira, 22 de Maio de 2013
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E Muito Importante
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Produto é aquilo que se compra porque se precisa.
quarta-feira, 22 de Maio de 2013
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Produto é aquilo que se compra porque se precisa.
Marca é o que se compra porque se deseja
quarta-feira, 22 de Maio de 2013
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Produto é aquilo que se compra porque se precisa.
Marca é o que se compra porque se deseja
By Eduardo Garcia
quarta-feira, 22 de Maio de 2013
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Plano de Marketing
quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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quarta-feira, 22 de Maio de 2013
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Ideias Chave
quarta-feira, 22 de Maio de 2013
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Achómetro…para o lixo
quarta-feira, 22 de Maio de 2013
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! Colocar o cliente no centro das atenções.
! Saber como o alcançar.
quarta-feira, 22 de Maio de 2013
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! Criar valor.
! Ser diferente
quarta-feira, 22 de Maio de 2013
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!"#$%&'()*+!"#$%&'#(')(*'%"+,(-$."+/(01#$$23'&
quarta-feira, 22 de Maio de 2013
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Obrigado
jorgedanielpacheco
www.slideshare.net/jorgedanielpacheco/cdp-jorge-pacheco
quarta-feira, 22 de Maio de 2013