<div id="pf1" class="pf w0 h0" data-page-no="1"><div class="pc pc1 w0 h0"><img class="bi x0 y0 w1 h1" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg1.png"><div class="c x0 y1 w2 h2"><div class="t m0 x1 h3 y2 ff1 fs0 fc0 sc0 ls1 ws8">Gestão em Marketing</div><div class="t m0 x2 h4 y3 ff2 fs1 fc1 sc0 ls1 ws8">Aut<span class="_0 blank"></span>oria: Lilian T<span class="_1 blank"></span>avar<span class="_0 blank"></span>es Prado</div><div class="t m1 x1 h5 y4 ff3 fs2 fc2 sc0 ls1 ws8">T<span class="_1 blank"></span>ema 01</div><div class="t m1 x1 h6 y5 ff2 fs2 fc2 sc0 ls1 ws8">Administração de Mark<span class="_0 blank"></span>eting</div></div><div class="c x0 y6 w2 h2"><div class="t m1 x3 h7 y7 ff1 fs3 fc0 sc0 ls1 ws8">T<span class="_2 blank"></span>ema 01</div><div class="t m1 x4 h8 y8 ff2 fs4 fc1 sc0 ls1 ws8">Administração de Marke<span class="_0 blank"></span>ting</div><div class="t m1 x5 h9 y9 ff2 fs5 fc1 sc0 ls1 ws8">Autoria: Lilian T<span class="_1 blank"></span>avares Prado</div><div class="t m1 x6 ha ya ff4 fs6 fc1 sc0 ls1 ws8">Como<span class="_0 blank"></span> citar<span class="_0 blank"></span> esse<span class="_0 blank"></span> docum<span class="_0 blank"></span>ento:</div><div class="t m1 x7 hb yb ff5 fs7 fc1 sc0 ls1 ws8">PRADO, Lilian T<span class="_3 blank"></span>avares. <span class="ff6">Gestão em Marketing: </span>Administração de Marketing<span class="ff6">. </span>Caderno de <span class="_0 blank"></span>Atividades. <span class="_0 blank"></span>Anhanguera Publicações: V<span class="_0 blank"></span>alinhos, 2014.</div><div class="t m1 x8 hc yc ff2 fs8 fc1 sc0 ls1 ws0">Índice</div><div class="t m1 x9 hd yd ff7 fs9 fc1 sc0 ls1 ws1">\ue08b\ue003 \ue015\ue013\ue014\ue017\ue003<span class="_4 blank"> </span>$QKDQJXHUD\ue003 (GXFDFLRQDO\ue011\ue003 3URLELGD\ue003 D\ue003 UHSURGXomR\ue003 ¿QDO\ue003 RX\ue003 SDUFLDO\ue003 SRU\ue003 TXDOTXHU\ue003 PHLR\ue003 GH\ue003 LPSUHVVmR\ue00f\ue003 HP\ue003 IRUPD\ue003 LGrQWLFD\ue00f\ue003 UHVXPLGD\ue003 RX\ue003 PRGL¿FDGD\ue003 HP\ue003 OtQJXD\ue003</div><div class="t m1 x9 hd ye ff7 fs9 fc1 sc0 ls1">SRUWXJXHVD\ue003RX\ue003TXDOTXHU\ue003RXWUR\ue003LGLRPD\ue011</div><div class="t m1 xa he yf ff8 fsa fc1 sc0 ls1 ws8">Pág.<span class="_0 blank"></span> 14</div><div class="t m1 xa he y10 ff8 fsa fc1 sc0 ls1 ws8">Pág.<span class="_0 blank"></span> 15<span class="_5 blank"> </span>Pág.<span class="_0 blank"></span> 16</div><div class="t m1 xb he yf ff8 fsa fc1 sc0 ls1 ws8">Pág.<span class="_0 blank"></span> 14</div><div class="t m1 xb he y11 ff8 fsa fc1 sc0 ls1 ws8">Pág.<span class="_0 blank"></span> 11<span class="_6 blank"></span>Pág.<span class="_0 blank"></span> 10</div><div class="t m1 xc hf y12 ff3 fsb fc0 sc0 ls1 ws2">A<span class="_0 blank"></span>COMP<span class="_3 blank"></span>ANHE<span class="ff2 fc1 ws3">NA</span>WEB</div><div class="t m1 xd he y13 ff8 fsa fc1 sc0 ls1 ws8">Pág.<span class="_0 blank"></span> 3</div><div class="t m1 xc h10 y14 ff3 fsc fc0 sc0 ls1 ws4">CONVI T E <span class="ff2 fc3 ls0">À</span><span class="ws5">L E I T U R A</span></div><div class="t m1 xe he y13 ff8 fsa fc1 sc0 ls1 ws8">Pág.<span class="_0 blank"></span> 3</div><div class="t m1 xf h11 y14 ff3 fsd fc0 sc0 ls1 ws6">POR<span class="ff2 fc1 ws7">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf2" class="pf w0 h0" data-page-no="2"><div class="pc pc2 w0 h0"><img class="bi x0 y0 w1 h1" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg2.png"><div class="c x0 y1 w2 h2"><div class="t m1 x10 h12 y15 ff1 fs8 fc1 sc0 ls1">3</div><div class="t m1 x11 h13 y16 ff4 fse fc4 sc0 ls1 ws8">Administração de Marketing</div><div class="t m1 x11 h14 y17 ff5 fsf fc5 sc0 ls1 ws8">O <span class="_7 blank"> </span><span class="ff4 fc4 ws9">marketing</span> <span class="_7 blank"> </span>é <span class="_7 blank"> </span>uma <span class="_7 blank"> </span>atividade <span class="_7 blank"> </span>de <span class="_7 blank"> </span>extrema <span class="_7 blank"> </span>importância <span class="_7 blank"> </span>para <span class="_7 blank"> </span>as <span class="_7 blank"> </span>empresas <span class="_7 blank"> </span>e <span class="_7 blank"> </span>para <span class="_7 blank"> </span>a <span class="_7 blank"> </span>sociedade. <span class="_7 blank"> </span>Ele <span class="_7 blank"> </span>auxilia <span class="_7 blank"> </span>a </div><div class="t m1 x9 h14 y18 ff5 fsf fc5 sc0 ls1 ws8">criação <span class="_4 blank"> </span>e <span class="_8 blank"> </span>adoção <span class="_4 blank"> </span>de <span class="_8 blank"> </span>novos <span class="_4 blank"> </span>produtos <span class="_8 blank"> </span>pelas <span class="_4 blank"> </span>pessoas, <span class="_8 blank"> </span>incentivam <span class="_4 blank"> </span>melhorias <span class="_8 blank"> </span>nos <span class="_4 blank"> </span>já <span class="_8 blank"> </span>existentes, <span class="_4 blank"> </span>criam <span class="_8 blank"> </span>oportunidades <span class="_4 blank"> </span>de </div><div class="t m1 x9 h14 y19 ff7 fsf fc5 sc0 ls1 wsa">FRQVXPR\ue003JHUDQGR\ue003<span class="_0 blank"></span>GHPDQGD\ue003<span class="_0 blank"></span>H\ue003HPSUHJRV\ue011\ue003<span class="_0 blank"></span>2\ue003PDUNHWLQJ\ue003<span class="_0 blank"></span>HVWi\ue003<span class="_0 blank"></span>LQWLPDPHQWH\ue003HQYROYLGR\ue003<span class="_0 blank"></span>QD\ue003WDUHID\ue003<span class="_0 blank"></span>GH\ue003<span class="_0 blank"></span>LGHQWL¿FDU\ue003H\ue003<span class="_0 blank"></span>VDWLVID]HU\ue003DV\ue003</div><div class="t m1 x9 h14 y1a ff5 fsf fc5 sc0 ls1 ws8">necessidades dos consumidores. </div><div class="t m1 x9 h14 y1b ff5 fsf fc5 sc0 ls1 ws8">Segundo a <span class="_4 blank"> </span><span class="ff6">American Marketing Association</span> <span class="_4 blank"> </span>(apud KOTLER; <span class="_4 blank"> </span>KELLER, 2013, <span class="_4 blank"> </span>p. 3) <span class="_4 blank"> </span>\u201cmarketing é <span class="_4 blank"> </span>a atividade, <span class="_4 blank"> </span>o conjunto </div><div class="t m1 x9 h14 y1c ff5 fsf fc5 sc0 ls1 ws8">de <span class="_4 blank"> </span>conhecimentos e <span class="_4 blank"> </span>os <span class="_4 blank"> </span>processos de <span class="_4 blank"> </span>criar<span class="_0 blank"></span>, <span class="_4 blank"> </span>comunicar<span class="_3 blank"></span>, <span class="_4 blank"> </span>entregar <span class="_4 blank"> </span>e trocar <span class="_4 blank"> </span>ofertas <span class="_4 blank"> </span>que tenham <span class="_4 blank"> </span>valor <span class="_4 blank"> </span>para consumidores, </div><div class="t m1 x9 h14 y1d ff5 fsf fc5 sc0 ls1 ws8">clientes, <span class="_8 blank"> </span>parceiros <span class="_9 blank"> </span>e <span class="_8 blank"> </span>sociedade <span class="_9 blank"> </span>em <span class="_8 blank"> </span>geral\u201d. <span class="_9 blank"> </span>E <span class="_8 blank"> </span>a <span class="_9 blank"> </span>administração <span class="_8 blank"> </span>de <span class="_9 blank"> </span>marketing <span class="_8 blank"> </span>é <span class="_9 blank"> </span>o <span class="_8 blank"> </span>processo <span class="_9 blank"> </span>de <span class="_8 blank"> </span>escolha <span class="_9 blank"> </span>dos <span class="_8 blank"> </span>mercados </div><div class="t m1 x9 h14 y1e ff7 fsf fc5 sc0 ls1 wsb">FRQVXPLGRUHV\ue003 RQGH\ue003 D\ue003 HPSUHVD\ue003 SRGHUi\ue003 DWXDU<span class="_0 blank"></span>\ue00f\ue003 DWHQGHQGR\ue003 H\ue003 ¿GHOL]DQGR\ue003 HVVHV\ue003 FOLHQWHV\ue003 SRU\ue003 PHLR\ue003 GD\ue003 HQWUHJD\ue003 GH\ue003 XP\ue003 YDORU\ue003</div><div class="t m1 x9 h14 y1f ff5 fsf fc5 sc0 ls1 ws8">superior para eles.</div><div class="t m1 x11 h14 y20 ff7 fsf fc5 sc0 ls1 wsa">1HVWH\ue003WHPD\ue003YRFr\ue003LUi\ue003FRQKHFHU\ue003PDLV\ue003VREUH\ue003D\ue003DGPLQLVWUDomR\ue003GH\ue003PDUNHWLQJ\ue011\ue003<span class="_0 blank"></span>$OpP\ue003GH\ue003VXD\ue003GH¿QLomR\ue00f\ue003VXD\ue003LPSRUWkQFLD\ue003H\ue003</div><div class="t m1 x9 h14 y21 ff5 fsf fc5 sc0 ls1 ws8">seu <span class="_3 blank"></span>escopo, <span class="_0 blank"></span>você <span class="_0 blank"></span>verá <span class="_3 blank"></span>os <span class="_0 blank"></span>conceitos <span class="_3 blank"></span>essenciais <span class="_0 blank"></span>de <span class="_3 blank"></span>marketing, <span class="_0 blank"></span>como <span class="_0 blank"></span>necessidades, <span class="_3 blank"></span>desejos, <span class="_0 blank"></span>valor<span class="_0 blank"></span>, <span class="_3 blank"></span>ambiente <span class="_0 blank"></span>de <span class="_3 blank"></span>marketing, </div><div class="t m1 x9 h14 y22 ff7 fsf fc5 sc0 ls1 wsc">GHPDQGD\ue00f\ue003 HQWUH\ue003 RXWURV\ue011\ue003 ,Ui\ue003 FRQKHFHU\ue003 XP\ue003 SRXFR\ue003 GD\ue003 HYROXomR\ue003 GD\ue003 ¿ORVR¿D\ue003 GDV\ue003 HPSUHVDV\ue003 FKHJDQGR\ue003 DWp\ue003 R\ue003 FRQFHLWR\ue003 GH\ue003</div><div class="t m1 x9 h14 y23 ff5 fsf fc5 sc0 ls1 ws8">marketing holístico e importância do desenvolvimento do conceito de entrega de valor<span class="_0 blank"></span>. </div><div class="t m1 x9 h14 y24 ff5 fsf fc5 sc0 ls1 ws8">Irá <span class="_3 blank"></span>conhecer <span class="_0 blank"></span>as <span class="_3 blank"></span>ferramentas <span class="_0 blank"></span>do <span class="_3 blank"></span>composto <span class="_0 blank"></span>d<span class="ff7 wsa">H\ue003<span class="_3 blank"></span>PDUNHWLQJ\ue003<span class="_0 blank"></span>H\ue003<span class="_3 blank"></span>VXD\ue003<span class="_0 blank"></span>DWXDOL]DomR\ue011\ue003<span class="_3 blank"></span>7<span class="_3 blank"></span>DPEpP\ue003<span class="_3 blank"></span>LUi\ue003<span class="_0 blank"></span>DSUHQGHU\ue003<span class="_3 blank"></span>VREUH\ue003<span class="_0 blank"></span>R\ue003<span class="_3 blank"></span>GHVHQYROYLPHQWR\ue003</span></div><div class="t m1 x9 h14 y25 ff5 fsf fc5 sc0 ls1 ws8">de planos e estratégias de marketing, as etapas de um planejamento estratégico e o plano de marketing.</div><div class="t m1 x9 h14 y26 ff7 fsf fc5 sc0 ls1 wsd">$OpP\ue003 GLVVR\ue00f\ue003 YRFr\ue003 LUi\ue003 HQWHQGHU\ue003 PDLV\ue003 VREUH\ue003 RV\ue003 SURFHVVRV\ue003 GH\ue003 FROHWD\ue003 GH\ue003 LQIRUPDo}HV\ue003 GHQWUR\ue003 GDV\ue003 RUJDQL]Do}HV\ue00f\ue003 VXD\ue003</div><div class="t m1 x9 h14 y27 ff7 fsf fc5 sc0 ls1 wsa">LPSRUWkQFLD\ue00f\ue003IHUUDPHQWDV\ue003H\ue003R\ue003<span class="_0 blank"></span>VLVWHPD\ue003GH\ue003SHVTXLVD\ue003GH\ue003PDUNHWLQJ\ue011\ue003<span class="_0 blank"></span>3RU\ue003¿P\ue00f\ue003DSUHQGHUi\ue003FRQFHLWRV\ue003JHUDLV\ue003<span class="_0 blank"></span>VREUH\ue003DV\ue003IRUoDV\ue003GR\ue003</div><div class="t m1 x9 h14 y28 ff7 fsf fc5 sc0 ls1 wsa">PDFURDPELHQWH\ue00f\ue003GDV\ue003DQiOLVHV\ue003GR\ue003DPELHQWH\ue003LQWHUQR\ue003GD\ue003HPSUHVD\ue003D\ue003LGHQWL¿FD<span class="ff5 ws8">ção de oportunidades de mercado. </span></div><div class="t m1 x12 h15 y29 ff3 fs10 fc4 sc0 ls1 wse">CONV I T E <span class="ff2 fc3 ls2">À</span>L E I T U R A</div><div class="t m1 x6 h16 y2a ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div><div class="c x0 y6 w2 h2"><div class="t m1 x10 h12 y2b ff1 fs8 fc1 sc0 ls1">4</div><div class="t m1 x13 h17 y2c ff7 fs6 fc5 sc0 ls1 ws11">2\ue003REMHWLYR\ue003GR\ue003PDUNHWLQJ\ue003 p\ue003 WRUQDU\ue003 VXSpUÀXR\ue003 R\ue003 SURFHVVR\ue003 GH\ue003 YHQGD\ue011\ue003 2\ue003 REMHWLYR\ue003 GR\ue003 PDUNHWLQJ\ue003 p\ue003 FRQKHFHU\ue003 H\ue003 HQWHQGHU\ue003</div><div class="t m1 x13 h17 y2d ff5 fs6 fc5 sc0 ls1 ws8">o cliente tão <span class="_0 blank"></span>bem que <span class="_0 blank"></span>o produto seja <span class="_0 blank"></span>adequado a ele <span class="_0 blank"></span>e venda por <span class="_0 blank"></span>si só. Idealmente, <span class="_0 blank"></span>o marketing deve <span class="_0 blank"></span>resultar em </div><div class="t m1 x13 h17 y2e ff5 fs6 fc5 sc0 ls1 ws8">cliente disposto a comprar<span class="_0 blank"></span>. Nesse caso, a única coisa necessária é tornar o produto disponível\u201d (DRUKER, 1973 </div><div class="t m1 x13 h17 y2f ff5 fs6 fc5 sc0 ls1 ws8">apud KOTLER; KELLER, 2013, p. 3).</div><div class="t m1 x9 h14 y30 ff5 fsf fc5 sc0 ls1 ws8">Qualquer empresa que ofereça ao mercado bens e serviços, <span class="_0 blank"></span>eventos, experiências, pessoas, ou mesmo informações e </div><div class="t m1 x9 h14 y31 ff5 fsf fc5 sc0 ls1 ws8">ideias <span class="_4 blank"> </span>possui alguma <span class="_4 blank"> </span>aplicação do <span class="_4 blank"> </span>marketing. Por <span class="_4 blank"> </span>mercado <span class="_4 blank"> </span>entende-se qualquer <span class="_4 blank"> </span>agrupamento de <span class="_4 blank"> </span>clientes, individuais, </div><div class="t m1 x9 h14 y32 ff7 fsf fc5 sc0 ls1">RUJDQL]DFLRQDLV\ue00f\ue003JOREDLV\ue00f\ue003VHP\ue003¿QV\ue003OXFUDWLYRV\ue003RX\ue003FRPELQDo}HV\ue003GHOHV\ue011</div><div class="t m1 x9 h14 y33 ff5 fsf fc5 sc0 ls1 ws8">Para entender <span class="_4 blank"> </span>todas <span class="_4 blank"> </span>as funções <span class="_4 blank"> </span>e dimensões <span class="_4 blank"> </span>do marketing <span class="_4 blank"> </span>em uma <span class="_4 blank"> </span>empresa é <span class="_4 blank"> </span>necessário conhecer <span class="_4 blank"> </span>alguns conceitos </div><div class="t m1 x9 h14 y34 ff5 fsf fc5 sc0 ls1 ws8">básicos. As <span class="_4 blank"> </span>necessidades <span class="_4 blank"> </span>que <span class="_8 blank"> </span>serão <span class="_4 blank"> </span>atendidas <span class="_4 blank"> </span>correspondem <span class="_4 blank"> </span>a <span class="_4 blank"> </span>qualquer <span class="_4 blank"> </span>tipo <span class="_4 blank"> </span>de <span class="_8 blank"> </span>exigência <span class="_4 blank"> </span>humana, <span class="_4 blank"> </span>desde <span class="_4 blank"> </span>comida <span class="_4 blank"> </span>e </div><div class="t m1 x9 h14 y35 ff7 fsf fc5 sc0 ls1 wsa">iJXD\ue003DWp\ue003OD]HU\ue003H\ue003UHFRQKHFLPHQWR\ue011\ue003'HVHMR\ue003p\ue003R\ue003GLUHFLRQDPHQWR\ue003GHVWDV\ue003<span class="_4 blank"> </span>QHFHVVLGDGHV\ue003D\ue003REMHWRV\ue003HVSHFt¿FRV\ue011\ue003-i\ue003GHPDQGDV\ue003</div><div class="t m1 x9 h14 y36 ff5 fsf fc5 sc0 ls1 ws8">são <span class="_8 blank"> </span>os <span class="_4 blank"> </span>desejos <span class="_8 blank"> </span>por <span class="_8 blank"> </span>produtos <span class="_4 blank"> </span>determinados, <span class="_8 blank"> </span>que <span class="_8 blank"> </span>podem <span class="_8 blank"> </span>ser <span class="_4 blank"> </span>adquiridos <span class="_8 blank"> </span>mediante <span class="_8 blank"> </span>pagamento. <span class="_8 blank"> </span>Isso <span class="_4 blank"> </span>implica <span class="_8 blank"> </span>que <span class="_8 blank"> </span>não <span class="_4 blank"> </span>é </div><div class="t m1 x9 h14 y37 ff7 fsf fc5 sc0 ls1 ws12">VX¿FLHQWH\ue003 TXH\ue003 DV\ue003 HPSUHVDV\ue003 WHQKDP\ue003 SURGXWRV\ue003 GHVHMiYHLV\ue003 SHORV\ue003 FRQVXPLGRUHV\ue00f\ue003 p\ue003 SUHFLVR\ue003 WDPEpP\ue003 GHWHUPLQDU\ue003 TXDQWRV\ue003</div><div class="t m1 x9 h14 y38 ff5 fsf fc5 sc0 ls1 ws8">clientes podem e querem pagar para obter aquele item.</div><div class="t m1 x9 h14 y39 ff5 fsf fc5 sc0 ls1 ws8">É importante ressaltar que o marketing não tem o poder de criar <span class="_0 blank"></span>necessidades. Diversos fatores sociais e pessoais, em </div><div class="t m1 x9 h14 y3a ff7 fsf fc5 sc0 ls1">FRQMXQWR\ue003FRP\ue003RV\ue003HVWtPXORV\ue003GH\ue003PDUNHWLQJ\ue003p\ue003TXH\ue003SRGHP\ue003LQÀXHQFLDU\ue003RV\ue003GHVHMRV\ue003GRV\ue003FRQVXPLGRUHV\ue011\ue003</div><div class="t m1 x9 h14 y3b ff7 fsf fc5 sc0 ls1 wsa">$SHVDU\ue003GDV\ue003<span class="_0 blank"></span>QHFHVVLGDGHV\ue003<span class="_0 blank"></span>VHUHP\ue003<span class="_0 blank"></span>LQGLYLGXDLV\ue00f\ue003p\ue003<span class="_0 blank"></span>SRVVtYHO\ue003<span class="_0 blank"></span>DJUXSDU\ue003DV\ue003<span class="_0 blank"></span>SHVVRDV\ue003<span class="_0 blank"></span>H\ue003FULDU\ue003<span class="_3 blank"></span>SHU¿V\ue003GH\ue003JUXSRV\ue003<span class="_0 blank"></span>FRP\ue003<span class="_0 blank"></span>SUHIHUrQFLDV\ue003<span class="_0 blank"></span>GH\ue003</div><div class="t m1 x9 h14 y3c ff7 fsf fc5 sc0 ls1 wsa">FRQVXPR\ue003<span class="_0 blank"></span>SDUHFLGDV\ue011\ue0032V\ue003<span class="_3 blank"></span>SUR¿VVLRQDLV\ue003GH\ue003<span class="_0 blank"></span>PDUNHWLQJ\ue003<span class="_0 blank"></span>ID]HP\ue003<span class="_0 blank"></span>HVVD\ue003VHOHomR\ue003<span class="_3 blank"></span>SDUD\ue003HQWHQGHU\ue003<span class="_0 blank"></span>TXDLV\ue003<span class="_0 blank"></span>GHVWHV\ue003<span class="_0 blank"></span>VHJPHQWRV\ue003SRVVXHP\ue003</div><div class="t m1 x9 h14 y3d ff5 fsf fc5 sc0 ls1 ws8">melhor <span class="_4 blank"> </span>potencial para <span class="_4 blank"> </span>a <span class="_4 blank"> </span>aquisição de <span class="_4 blank"> </span>suas <span class="_4 blank"> </span>ofertas, ou <span class="_4 blank"> </span>seja, <span class="_4 blank"> </span>determinam os <span class="_4 blank"> </span>mercados-alvo <span class="_4 blank"> </span>que <span class="_4 blank"> </span>irão receber <span class="_4 blank"> </span>a <span class="_4 blank"> </span>atenção </div><div class="t m1 x9 h14 y3e ff5 fsf fc5 sc0 ls1 ws8">da <span class="_9 blank"> </span>empresa, <span class="_9 blank"> </span>por <span class="_9 blank"> </span>meio <span class="_9 blank"> </span>de <span class="_9 blank"> </span>uma <span class="_9 blank"> </span>combinação <span class="_9 blank"> </span>de <span class="_9 blank"> </span>produtos, <span class="_9 blank"> </span>informações <span class="_9 blank"> </span>e <span class="_9 blank"> </span>experiências. <span class="_9 blank"> </span>Essas <span class="_9 blank"> </span>ofertas <span class="_9 blank"> </span>possuem <span class="_7 blank"> </span>uma </div><div class="t m1 x9 h14 y3f ff5 fsf fc5 sc0 ls1 ws8">proposta de valor<span class="_3 blank"></span>, que reúne os benefícios, tangíveis ou intangíveis, que <span class="_0 blank"></span>irão atender determinadas necessidades a um </div><div class="t m1 x9 h14 y40 ff5 fsf fc5 sc0 ls1 ws8">determinado custo de aquisição do item pelos consumidores. </div><div class="t m1 x13 h17 y41 ff5 fs6 fc5 sc0 ls1 ws8">V<span class="_0 blank"></span>alor <span class="_8 blank"> </span>é <span class="_9 blank"> </span>[...] <span class="_9 blank"> </span>uma <span class="_9 blank"> </span>combinação <span class="_9 blank"> </span>de <span class="_8 blank"> </span>qualidade, <span class="_9 blank"> </span>serviço <span class="_9 blank"> </span>e <span class="_9 blank"> </span>preço, <span class="_9 blank"> </span>chamada <span class="_9 blank"> </span>de<span class="ff6"> <span class="_9 blank"> </span>tríade <span class="_8 blank"> </span>de <span class="_9 blank"> </span>valor <span class="_9 blank"> </span>para <span class="_9 blank"> </span>o <span class="_9 blank"> </span>cliente</span>. <span class="_8 blank"> </span>As </div><div class="t m1 x13 h17 y42 ff5 fs6 fc5 sc0 ls1 ws8">percepções <span class="_4 blank"> </span>de <span class="_8 blank"> </span>valor <span class="_4 blank"> </span>aumentam <span class="_8 blank"> </span>com <span class="_4 blank"> </span>a <span class="_8 blank"> </span>qualidade <span class="_4 blank"> </span>e <span class="_4 blank"> </span>o <span class="_8 blank"> </span>serviço, <span class="_4 blank"> </span>mas <span class="_8 blank"> </span>diminuem <span class="_4 blank"> </span>com <span class="_8 blank"> </span>o <span class="_4 blank"> </span>preço. <span class="_8 blank"> </span>O <span class="_4 blank"> </span>marketing <span class="_4 blank"> </span>pode </div><div class="t m1 x13 h17 y43 ff7 fs6 fc5 sc0 ls1 ws13">VHU\ue003 YLVWR\ue003 FRPR\ue003 D\ue003 LGHQWL¿FDomR\ue00f\ue003 D\ue003 FULDomR\ue00f\ue003 D\ue003 FRPXQLFDomR\ue00f\ue003 D\ue003 HQWUHJD\ue003 H\ue003 R\ue003 PRQLWRUDPHQWR\ue003 GH\ue003 YDORU\ue003 SDUD\ue003 R\ue003 FOLHQWH\ue003</div><div class="t m1 x13 h17 y44 ff5 fs6 fc5 sc0 ls1 ws8">(KOTLER; KELLER, 2013, p. 8).</div><div class="t m1 x9 h14 y45 ff7 fsf fc5 sc0 ls1 ws14">3DUD\ue003 DFHVVDUHP\ue003 VHXV\ue003 PHUFDGRV\ue010DOYR\ue00f\ue003 DV\ue003 RUJDQL]Do}HV\ue003 XVDP\ue003 RV\ue003 FDQDLV\ue003 GH\ue003 PDUNHWLQJ\ue01d\ue003 RV\ue003 FDQDLV\ue003 GH\ue003 FRPXQLFDomR\ue003</div><div class="t m1 x9 h14 y46 ff7 fsf fc5 sc0 ls1 ws15">\ue00bPHQVDJHQV\ue003 WURFDGDV\ue003 HQWUH\ue003 D\ue003 HPSUHVD\ue003 H\ue003 VHXV\ue003 FOLHQWHV\ue003 XWLOL]DQGR\ue003 RV\ue003 PHLRV\ue003 GH\ue003 FRPXQLFDomR\ue003 HP\ue003 JHUDO\ue00c\ue01e\ue003 RV\ue003 FDQDLV\ue003 GH\ue003</div><div class="t m1 x9 h14 y47 ff5 fsf fc5 sc0 ls1 ws8">distribuição <span class="_4 blank"> </span>diretos ou <span class="_4 blank"> </span>indiretos (que <span class="_4 blank"> </span>apresentam, vendem <span class="_4 blank"> </span>e entregam <span class="_4 blank"> </span>os itens <span class="_4 blank"> </span>para os <span class="_4 blank"> </span>consumidores); <span class="_4 blank"> </span>e os <span class="_4 blank"> </span>canais de </div><div class="t m1 x9 h14 y48 ff7 fsf fc5 sc0 ls1">VHUYLoR\ue003\ue00bORFDLV\ue003GH\ue003DUPD]HQDJHP\ue00f\ue003WUDQVSRUWDGRUDV\ue00f\ue003EDQFRV\ue00f\ue003HPSUHVDV\ue003GH\ue003VHJXUR\ue00f\ue003HWF\ue011\ue00c\ue011</div><div class="t m1 x14 h16 y49 ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf3" class="pf w0 h0" data-page-no="3"><div class="pc pc3 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y0 w1 h1" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg3.png"><div class="c x0 y1 w2 h2"><div class="t m1 x10 h12 y15 ff1 fs8 fc1 sc0 ls1">5</div><div class="t m1 x9 h14 y4a ff7 fsf fc5 sc0 ls1 ws16">$V\ue003 DWLYLGDGHV\ue003 GH\ue003 PDUNHWLQJ\ue003 VmR\ue003 IRUWHPHQWH\ue003 LQÀXHQFLDGDV\ue003 SHORV\ue003 PRYLPHQWRV\ue003 GRV\ue003 FRQFRUUHQWHV\ue003 H\ue003 SHOR\ue003 DPELHQWH\ue003 QR\ue003 TXDO\ue003</div><div class="t m1 x9 h14 y4b ff7 fsf fc5 sc0 ls1 ws17">D\ue003HPSUHVD\ue003HVWi\ue003 LQVHULGD\ue011\ue003 3RU\ue003 FRQFRUUHQWH\ue003 HQWHQGH\ue010VH\ue003 TXDOTXHU\ue003 RXWUD\ue003 RUJDQL]DomR\ue003 TXH\ue003 GLVSRQLELOL]H\ue003<span class="_4 blank"> </span>RXWUD\ue003RIHUWD\ue003ULYDO\ue003RX\ue003</div><div class="t m1 x9 h14 y4c ff5 fsf fc5 sc0 ls1 ws8">substituta, <span class="_4 blank"> </span>hoje <span class="_8 blank"> </span>ou <span class="_4 blank"> </span>futuramente, <span class="_8 blank"> </span>que <span class="_4 blank"> </span>pode <span class="_8 blank"> </span>ser <span class="_4 blank"> </span>considerada <span class="_4 blank"> </span>pelo <span class="_8 blank"> </span>consumidor <span class="_4 blank"> </span>no <span class="_8 blank"> </span>momento <span class="_4 blank"> </span>da <span class="_8 blank"> </span>compra. <span class="_4 blank"> </span>O <span class="_8 blank"> </span>ambiente <span class="_4 blank"> </span>de </div><div class="t m1 x9 h14 y4d ff5 fsf fc5 sc0 ls1 ws8">marketing <span class="_8 blank"> </span>pode <span class="_4 blank"> </span>ser <span class="_8 blank"> </span>divido <span class="_8 blank"> </span>em <span class="_8 blank"> </span>microambiente <span class="_8 blank"> </span>(a <span class="_4 blank"> </span>própria <span class="_8 blank"> </span>empresa, <span class="_8 blank"> </span>seus <span class="_8 blank"> </span>fornecedores, <span class="_8 blank"> </span>distribuidores, <span class="_4 blank"> </span>revendedores <span class="_8 blank"> </span>e </div><div class="t m1 x9 h14 y4e ff7 fsf fc5 sc0 ls1 ws18">FOLHQWHV\ue00c\ue003 H\ue003 PDFURDPELHQWH\ue00f\ue003 TXH\ue003 FRQWHPSOD\ue003 R\ue003 DPELHQWH\ue003 GHPRJUi¿FR\ue00f\ue003 HFRQ{PLFR\ue00f\ue003 SROtWLFR\ue010OHJDO\ue00f\ue003 VRFLRFXOWXUDO\ue00f\ue003 QDWXUDO\ue003 H\ue003</div><div class="t m1 x9 h14 y4f ff5 fsf fc5 sc0 ls1">tecnológico.</div><div class="t m1 x9 h14 y50 ff5 fsf fc5 sc0 ls1 ws8">Para <span class="_9 blank"> </span>enfrentar <span class="_9 blank"> </span>as <span class="_7 blank"> </span>contínuas <span class="_8 blank"> </span>mudanças, <span class="_7 blank"> </span>tanto <span class="_9 blank"> </span>das <span class="_9 blank"> </span>empresas <span class="_9 blank"> </span>quanto <span class="_7 blank"> </span>dos <span class="_8 blank"> </span>próprios <span class="_7 blank"> </span>consumidores, <span class="_8 blank"> </span>as <span class="_7 blank"> </span>atividades <span class="_9 blank"> </span>das </div><div class="t m1 x9 h14 y51 ff7 fsf fc5 sc0 ls1 wsa">RUJDQL]Do}HV\ue003<span class="_0 blank"></span>WDPEpP\ue003IRUDP\ue003<span class="_3 blank"></span>PXGDQGR\ue011\ue003,QLFLDOPHQWH\ue003<span class="_0 blank"></span>RULHQWDGDV\ue003<span class="_0 blank"></span>SHOD\ue003<span class="_0 blank"></span>SURGXomR\ue00f\ue003SHOR\ue003<span class="_3 blank"></span>SURGXWR\ue003H\ue003<span class="_0 blank"></span>HP\ue003<span class="_0 blank"></span>VHJXLGD\ue003<span class="_0 blank"></span>SHODV\ue003YHQGDV\ue00f\ue003</div><div class="t m1 x9 h14 y52 ff5 fsf fc5 sc0 ls1 ws8">agora <span class="_4 blank"> </span>as empresas <span class="_4 blank"> </span>têm procurado <span class="_4 blank"> </span>uma orientação <span class="_4 blank"> </span>voltada <span class="_4 blank"> </span>para o <span class="_4 blank"> </span>marketing, centrada <span class="_4 blank"> </span>no cliente. <span class="_4 blank"> </span>Neste <span class="_4 blank"> </span>cenário surge </div><div class="t m1 x9 h14 y53 ff5 fsf fc5 sc0 ls1 ws8">a <span class="_4 blank"> </span>orientação <span class="_4 blank"> </span>de marketing <span class="_4 blank"> </span>holístico <span class="_4 blank"> </span>onde <span class="_4 blank"> </span>os <span class="_4 blank"> </span>programas, <span class="_4 blank"> </span>processos e <span class="_4 blank"> </span>atividades <span class="_4 blank"> </span>de <span class="_4 blank"> </span>marketing <span class="_4 blank"> </span>são <span class="_4 blank"> </span>reconhecidos como </div><div class="t m1 x9 h14 y54 ff7 fsf fc5 sc0 ls1">HVVHQFLDLV\ue003H\ue003GHYHP\ue003QRUWHDU\ue003H\ue003LQWHJUDU\ue003WRGDV\ue003DV\ue003Do}HV\ue003GD\ue003HPSUHVD\ue011\ue003(OH\ue003HQYROYH\ue003RV\ue003FRQFHLWRV\ue003GH\ue01d</div><div class="t m1 x15 h14 y55 ff7 fsf fc5 sc0 ls1 ws19">D\ue00c\ue003 0DUNHWLQJ\ue003 GH\ue003 UHODFLRQDPHQWR\ue01d\ue003 EXVFD\ue003 D\ue003 FRQVWUXomR\ue003 GH\ue003 UHODFLRQDPHQWRV\ue003 GXUDGRXURV\ue003 H\ue003 PXWXDPHQWH\ue003 EHQp¿FRV\ue003 FRP\ue003</div><div class="t m1 x15 h14 y56 ff5 fsf fc5 sc0 ls1 ws8">diversos <span class="_0 blank"></span>elementos <span class="_0 blank"></span>chave <span class="_0 blank"></span>(clientes, <span class="_0 blank"></span>fornecedores, <span class="_0 blank"></span>parceiros, <span class="_0 blank"></span>funcionários, <span class="_0 blank"></span>etc.) <span class="_0 blank"></span>para <span class="_0 blank"></span>conquistar <span class="_0 blank"></span>ou <span class="_0 blank"></span>manter <span class="_0 blank"></span>transações </div><div class="t m1 x15 h14 y57 ff5 fsf fc5 sc0 ls1 ws8">com eles.</div><div class="t m1 x15 h14 y58 ff7 fsf fc5 sc0 ls1 wsa">E\ue00c\ue0030DUNHWLQJ\ue003LQWHJUDGR\ue01d\ue003HQYROYH\ue003GLYHUVRV\ue003<span class="_4 blank"> </span>WLSRV\ue003GH\ue003DWLYLGDGHV\ue003H\ue003SURJUDPDV\ue003TXH\ue003VH\ue003UHIRUoDP\ue003H\ue003<span class="_4 blank"> </span>VH\ue003FRPSOHPHQWDP\ue003SDUD\ue003</div><div class="t m1 x15 h14 y59 ff5 fsf fc5 sc0 ls1 ws8">criar e entregar valor superior para os clientes.</div><div class="t m1 x15 h14 y5a ff7 fsf fc5 sc0 ls1 ws1a">F\ue00c\ue003 0DUNHWLQJ\ue003 LQWHUQR\ue01d\ue003 HQYROYH\ue003 D\ue003 FRQWUDWDomR\ue00f\ue003 WUHLQDPHQWR\ue003 H\ue003 PRWLYDomR\ue003 GRV\ue003 IXQFLRQiULRV\ue003 SDUD\ue003 TXH\ue003 HOHV\ue003 DEVRUYDP\ue003 RV\ue003</div><div class="t m1 x15 h14 y5b ff5 fsf fc5 sc0 ls1 ws8">princípios de marketing e assumam a missão da empresa de focar o cliente.</div><div class="t m1 x15 h14 y5c ff7 fsf fc5 sc0 ls1 ws1b">G\ue00c\ue003 0DUNHWLQJ\ue003 GH\ue003 GHVHPSHQKR\ue01d\ue003 H[DPLQD\ue003 R\ue003 GHVHPSHQKR\ue003 GD\ue003 HPSUHVD\ue003 QmR\ue003 Vy\ue003 SHOD\ue003 UHFHLWD\ue003 GH\ue003 YHQGDV\ue00f\ue003 PDV\ue003 SHOR\ue003</div><div class="t m1 x15 h14 y5d ff7 fsf fc5 sc0 ls1 ws1c">HQWHQGLPHQWR\ue003 PDLRU\ue003 GRV\ue003 UHWRUQRV\ue003 ¿QDQFHLURV\ue003 \ue00bFRPR\ue003 SDUWLFLSDomR\ue003 GH\ue003 PHUFDGR\ue00f\ue003 VDWLVIDomR\ue003 GRV\ue003 FOLHQWHV\ue00c\ue003 H\ue003 GR\ue003 LPSDFWR\ue003</div><div class="t m1 x15 h14 y5e ff5 fsf fc5 sc0 ls1 ws8">de suas atividades na sociedade.</div><div class="t m1 x9 h14 y5f ff5 fsf fc5 sc0 ls1 ws8">Uma ferramenta essencial <span class="_0 blank"></span>do marketing é o </div><div class="t m1 x16 h14 y60 ff4 fsf fc4 sc0 ls1 ws8">composto mercadológico<span class="ff5 fc5">, <span class="ff6 ws9">mix<span class="ff7 wsa">\ue003<span class="_0 blank"></span>GH\ue003PDUNHWLQJ\ue003RX\ue003RV\ue003<span class="_0 blank"></span>\ue017\ue0033rV\ue01d\ue0033URGXWR\ue00f\ue003<span class="_0 blank"></span>3UHoR\ue00f\ue003</span></span></span></div><div class="t m1 x9 h14 y61 ff7 fsf fc5 sc0 ls1 ws1d">3UDoD\ue003H\ue003 3URPRomR\ue00f\ue003 SURSRVWRV\ue003 SRU\ue003 -HURPH\ue003 (\ue011\ue003 0F&DUWK\<span class="_0 blank"></span>\ue011\ue003 3URGXWR\ue00f\ue003 VHJXQGR\ue003 .RWOHU\ue003 H\ue003$UPVWURQJ\ue003\ue00b\ue015\ue013\ue013\ue01a\ue00c\ue00f\ue003 p\ue003 TXDOTXHU\ue003 FRLVD\ue003</div><div class="t m1 x9 h14 y62 ff7 fsf fc5 sc0 ls1 ws1e">RIHUHFLGD\ue003 DR\ue003 PHUFDGR\ue003 SDUD\ue003 VDWLVID]HU\ue003 XPD\ue003 QHFHVVLGDGH\ue003 RX\ue003 GHVHMR\ue011\ue003 3UHoR\ue003 p\ue003 D\ue003 TXDQWL¿FDomR\ue003 GR\ue003 YDORU\ue003 H\ue003 GR\ue003 SRWHQFLDO\ue003</div><div class="t m1 x9 h14 y63 ff5 fsf fc5 sc0 ls1 ws8">de <span class="_8 blank"> </span>satisfação <span class="_9 blank"> </span>na <span class="_9 blank"> </span>aquisição <span class="_9 blank"> </span>de <span class="_9 blank"> </span>um <span class="_9 blank"> </span>produto <span class="_8 blank"> </span>ou <span class="_9 blank"> </span>serviço, <span class="_9 blank"> </span>é <span class="_9 blank"> </span>o <span class="_9 blank"> </span>custo <span class="_9 blank"> </span>monetário <span class="_8 blank"> </span>somado <span class="_9 blank"> </span>aos <span class="_9 blank"> </span><span class="ff4 fc4 v0">custos <span class="_9 blank"> </span>de <span class="_9 blank"> </span>oportunidade</span><span class="v0">, </span></div><div class="t m1 x9 h14 y64 ff5 fsf fc5 sc0 ls1 ws8">conveniência e risco de aquisição de um bem. </div><div class="t m1 x13 h17 y65 ff5 fs6 fc5 sc0 ls1 ws8">Preço é a quantia em dinheiro que se cobra por um produto ou serviço. De maneira mais ampla, preço é a soma </div><div class="t m1 x13 h17 y66 ff7 fs6 fc5 sc0 ls1 ws1f">GH\ue003 WRGRV\ue003 RV\ue003 YDORUHV\ue003 TXH\ue003 RV\ue003 FRQVXPLGRUHV\ue003 WURFDP\ue003 SHORV\ue003 EHQHItFLRV\ue003 GH\ue003 REWHU\ue003 RX\ue003 XWLOL]DU\ue003 XP\ue003 SURGXWR\ue003 RX\ue003 VHUYLoR´\ue003</div><div class="t m1 x13 h17 y67 ff5 fs6 fc5 sc0 ls1 ws8">(KOTLER; <span class="_0 blank"></span>ARMSTRONG, 2007, p. 258).</div><div class="t m1 x14 h16 y68 ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div><div class="c x0 y6 w2 h2"><div class="t m1 x10 h12 y2b ff1 fs8 fc1 sc0 ls1">6</div><div class="t m1 x9 h14 y69 ff7 fsf fc5 sc0 ls1 wsa">$<span class="_0 blank"></span>\ue0033UDoD\ue003<span class="_0 blank"></span>RX\ue003FDQDLV\ue003GH\ue003<span class="_0 blank"></span>GLVWULEXLomR\ue003VmR\ue003WRGDV\ue003<span class="_0 blank"></span>DV\ue003DWLYLGDGHV\ue003GD\ue003<span class="_0 blank"></span>HPSUHVD\ue003H\ue003GDV\ue003<span class="_0 blank"></span>RUJDQL]Do}HV\ue003TXH\ue003SDUWLFLSDP\ue00f\ue003<span class="_0 blank"></span>HP\ue003FRQMXQWR\ue00f\ue003</div><div class="t m1 x9 h14 y6a ff7 fsf fc5 sc0 ls1 wsa">GR\ue003SURFHVVR\ue003<span class="_3 blank"></span>GH\ue003GLVSRQLELOL]DU\ue003RV\ue003<span class="_0 blank"></span>SURGXWRV\ue003<span class="_0 blank"></span>SDUD\ue003<span class="_0 blank"></span>RV\ue003FRQVXPLGRUHV\ue011\ue003<span class="_0 blank"></span>3URPRomR\ue003<span class="_0 blank"></span>VmR\ue003DV\ue003<span class="_3 blank"></span>IHUUDPHQWDV\ue003XVDGDV\ue003SDUD\ue003<span class="_0 blank"></span>FRPXQLFDU<span class="_3 blank"></span>\ue00f\ue003</div><div class="t m1 x9 h14 y6b ff5 fsf fc5 sc0 ls1 ws8">informar os consumidores, persuadindo-os a adquirir os produtos disponíveis. </div><div class="t m1 x9 h14 y6c ff7 fsf fc5 sc0 ls1 wsa">(QWUHWDQWR\ue00f\ue003FRP\ue003<span class="_0 blank"></span>D\ue003<span class="_0 blank"></span>DPSOLWXGH\ue003H\ue003<span class="_0 blank"></span>FRPSOH[LGDGH\ue003<span class="_0 blank"></span>DOFDQoDGDV\ue003SHOR\ue003<span class="_0 blank"></span>PDUNHWLQJ\ue003<span class="_0 blank"></span>DWXDOPHQWH\ue00f\ue003<span class="_0 blank"></span>HVVHV\ue003\ue017\ue003<span class="_0 blank"></span>3rV\ue003<span class="_0 blank"></span>Mi\ue003QmR\ue003<span class="_0 blank"></span>VmR\ue003<span class="_0 blank"></span>VX¿FLHQWHV\ue00f\ue003</div><div class="t m1 x9 h14 y6d ff7 fsf fc5 sc0 ls1 ws20">H[LJLQGR\ue003VXD\ue003 DWXDOL]DomR\ue003 GHQWUR\ue003 GR\ue003 PDUNHWLQJ\ue003 KROtVWLFR\ue003 SDUD\ue003 3HVVRDV\ue003 \ue00bRULHQWDQGR\ue003 RV\ue003 IXQFLRQiULRV\ue003 H\ue003 R\ue003 PDUNHWLQJ\ue003 LQWHUQR\ue003</div><div class="t m1 x9 h14 y6e ff5 fsf fc5 sc0 ls1 ws8">para uma visão centrada no cliente); Processos (dirigindo os esforços para o <span class="_0 blank"></span>marketing de relacionamento e criação de </div><div class="t m1 x9 h14 y6f ff5 fsf fc5 sc0 ls1 ws8">valor <span class="_4 blank"> </span>para os <span class="_4 blank"> </span>consumidores); Programas <span class="_4 blank"> </span>(integrando produto, <span class="_4 blank"> </span>preço, praça <span class="_4 blank"> </span>e promoção <span class="_4 blank"> </span>para o <span class="_4 blank"> </span>foco no <span class="_4 blank"> </span>consumidor); e </div><div class="t m1 x9 h14 y70 ff7 fsf fc5 sc0 ls1 wsa">3HUIRUPDQFH\ue003<span class="_3 blank"></span>\ue00bDQiOLVH\ue003<span class="_3 blank"></span>GH\ue003<span class="_0 blank"></span>UHVXOWDGRV\ue003<span class="_3 blank"></span>¿QDQFHLURV\ue003<span class="_3 blank"></span>H\ue003<span class="_3 blank"></span>QmR\ue003<span class="_3 blank"></span>¿QDQFHLURV\ue00f\ue003<span class="_0 blank"></span>DOpP\ue003<span class="_3 blank"></span>GD\ue003<span class="_3 blank"></span>HPSUHVD\ue00c\ue011\ue003<span class="_3 blank"></span>e\ue003<span class="_0 blank"></span>D\ue003<span class="_3 blank"></span>FRPELQDomR\ue003<span class="_3 blank"></span>GHVVDV\ue003<span class="_3 blank"></span>IHUUDPHQWDV\ue003</div><div class="t m1 x9 h14 y71 ff5 fsf fc5 sc0 ls1 ws8">que possibilita as empresas a construírem suas ofertas de valor<span class="_0 blank"></span>. </div><div class="t m1 x9 h14 y72 ff5 fsf fc5 sc0 ls1 ws8">O <span class="_4 blank"> </span>processo <span class="_4 blank"> </span>de <span class="_8 blank"> </span>entrega <span class="_4 blank"> </span>de <span class="_4 blank"> </span>valor <span class="_8 blank"> </span>envolve <span class="_4 blank"> </span>segmentar <span class="_4 blank"> </span>o <span class="_8 blank"> </span>mercado <span class="_4 blank"> </span>e <span class="_4 blank"> </span>selecionar <span class="_8 blank"> </span>aquele <span class="_4 blank"> </span>que <span class="_4 blank"> </span>for <span class="_8 blank"> </span>mais <span class="_4 blank"> </span>adequado, <span class="_4 blank"> </span>criar <span class="_8 blank"> </span>um </div><div class="t m1 x9 h14 y73 ff7 fsf fc5 sc0 ls1 ws21">SRVLFLRQDPHQWR\ue003 H\ue003 GH¿QLU\ue003 FDUDFWHUtVWLFDV\ue003 HVSHFt¿FDV\ue003 TXH\ue003 VHUmR\ue003 DWULEXtGDV\ue003 DRV\ue003 SURGXWRV\ue003 H\ue003 SRU\ue003 ¿P\ue003 FRPXQLFDU\ue003 HVVH\ue003 YDORU\ue003</div><div class="t m1 x9 h14 y74 ff5 fsf fc5 sc0 ls1 ws8">com as ferramentas de promoção da empresa. </div><div class="t m1 x9 h14 y75 ff7 fsf fc5 sc0 ls1 wsa">3DUD\ue003DMXGDU\ue003<span class="_0 blank"></span>D\ue003GHWHUPLQDU\ue003<span class="_0 blank"></span>FRPR\ue003DV\ue003<span class="_0 blank"></span>HPSUHVDV\ue003SRGHP\ue003FULDU\ue003<span class="_0 blank"></span>PDLV\ue003YDORU\ue003<span class="_0 blank"></span>SDUD\ue003VHXV\ue003<span class="_0 blank"></span>FOLHQWHV\ue00f\ue0030LFKDHO\ue003<span class="_0 blank"></span>3RUWHU\ue003SURS{V\ue003<span class="_0 blank"></span>R\ue003PRGHOR\ue003</div><div class="t m1 x9 h14 y76 ff7 fsf fc5 sc0 ls1 ws22">GH\ue003 FDGHLD\ue003 GH\ue003 YDORU<span class="_0 blank"></span>\ue00f\ue003TXH\ue003 UHODFLRQD\ue003 DV\ue003 DWLYLGDGHV\ue00f\ue003 ÀX[RV\ue003 GH\ue003 LQIRUPDo}HV\ue00f\ue003 GH\ue003 SURGXomR\ue00f\ue003 FRPHUFLDOL]DomR\ue003 H\ue003 VHUYLoRV\ue003 HQWUH\ue003</div><div class="t m1 x9 h14 y77 ff5 fsf fc5 sc0 ls1 ws8">a <span class="_8 blank"> </span>empresa, <span class="_8 blank"> </span>seus <span class="_8 blank"> </span>fornecedores <span class="_8 blank"> </span>e <span class="_8 blank"> </span>distribuidores <span class="_9 blank"> </span>como <span class="_8 blank"> </span>potenciais <span class="_8 blank"> </span>fontes <span class="_8 blank"> </span>de <span class="_8 blank"> </span>criação <span class="_8 blank"> </span>de <span class="_9 blank"> </span>valor <span class="_8 blank"> </span>para <span class="_8 blank"> </span>os <span class="_8 blank"> </span>clientes. <span class="_8 blank"> </span>São <span class="_8 blank"> </span>os </div><div class="t m1 x9 h14 y78 ff5 fsf fc5 sc0 ls1 ws8">elos <span class="_4 blank"> </span>entre <span class="_4 blank"> </span>todas <span class="_4 blank"> </span>essas <span class="_4 blank"> </span>operações <span class="_4 blank"> </span>e os <span class="_4 blank"> </span>participantes <span class="_4 blank"> </span>da <span class="_4 blank"> </span>cadeia <span class="_4 blank"> </span>que <span class="_4 blank"> </span>podem <span class="_4 blank"> </span>aumentar <span class="_4 blank"> </span>ou <span class="_4 blank"> </span>diminuir <span class="_4 blank"> </span>o <span class="_4 blank"> </span>valor <span class="_4 blank"> </span>que é <span class="_4 blank"> </span>criado </div><div class="t m1 x9 h14 y79 ff5 fsf fc5 sc0 ls1 ws8">(PORTER, 1991 apud Y<span class="_3 blank"></span>ANAZE, 2006). Por isso, é necessário que a empresa examine seus custos <span class="_4 blank"> </span>e seu desempenho </div><div class="t m1 x9 h14 y7a ff5 fsf fc5 sc0 ls1 ws8">em <span class="_8 blank"> </span>todas <span class="_4 blank"> </span>as <span class="_8 blank"> </span>atividades <span class="_8 blank"> </span>que <span class="_4 blank"> </span>podem <span class="_8 blank"> </span>ser <span class="_8 blank"> </span>geradoras <span class="_8 blank"> </span>de <span class="_4 blank"> </span>valor, <span class="_4 blank"> </span>buscando <span class="_8 blank"> </span>melhorá-las. <span class="_4 blank"> </span>Esse <span class="_8 blank"> </span>processo <span class="_8 blank"> </span>também <span class="_8 blank"> </span>depende </div><div class="t m1 x9 h14 y7b ff7 fsf fc5 sc0 ls1 ws23">GR\ue003 HQWHQGLPHQWR\ue003 GDV\ue003 FRPSHWrQFLDV\ue003 HVVHQFLDLV\ue003 GD\ue003 RUJDQL]DomR\ue00f\ue003 DTXHOHV\ue003 UHFXUVRV\ue003 FRQVLGHUDGRV\ue003 SDUWHV\ue003 GD\ue003 HVVrQFLD\ue003 GR\ue003</div><div class="t m1 x9 h14 y7c ff5 fsf fc5 sc0 ls1 ws8">negócio, que são fontes de vantagem competitiva, aplicáveis em diversos <span class="_0 blank"></span>mercados e difíceis de serem copiados pelos </div><div class="t m1 x9 h14 y7d ff5 fsf fc5 sc0 ls1">concorrentes.</div><div class="t m1 x13 h17 y7e ff5 fs6 fc5 sc0 ls1 ws8">As empresas <span class="_4 blank"> </span>que seguem a <span class="_4 blank"> </span>orientação de marketing <span class="_4 blank"> </span>holístico obtêm sucesso <span class="_4 blank"> </span>gerenciando uma cadeia <span class="_4 blank"> </span>de valor </div><div class="t m1 x13 h17 y7f ff5 fs6 fc5 sc0 ls1 ws8">superior <span class="_8 blank"> </span>que <span class="_4 blank"> </span>entrega <span class="_8 blank"> </span>altos <span class="_8 blank"> </span>níveis <span class="_8 blank"> </span>de <span class="_8 blank"> </span>qualidade <span class="_4 blank"> </span>do <span class="_8 blank"> </span>produto, <span class="_8 blank"> </span>serviço <span class="_8 blank"> </span>e <span class="_8 blank"> </span>agilidade. <span class="_4 blank"> </span>Elas <span class="_8 blank"> </span>alcançam <span class="_8 blank"> </span>o <span class="_8 blank"> </span>crescimento </div><div class="t m1 x13 h17 y80 ff7 fs6 fc5 sc0 ls1 ws24">OXFUDWLYR\ue003H[SDQGLQGR\ue003 D\ue003 SDUWLFLSDomR\ue003 GR\ue003 FOLHQWH\ue00f\ue003 GHVHQYROYHQGR\ue003 VXD\ue003 ¿GHOLGDGH\ue003 H\ue003 FDSWXUDQGR\ue003 R\ue003 VHX\ue003 YDORU\ue003 DR\ue003 ORQJR\ue003</div><div class="t m1 x13 h17 y81 ff5 fs6 fc5 sc0 ls1 ws8">do tempo [...] (KOTLER; KELLER, 2013, p. 27). </div><div class="t m1 x9 h14 y82 ff7 fsf fc5 sc0 ls1 wsa">7<span class="_3 blank"></span>RGDV\ue003<span class="_0 blank"></span>HVVDV\ue003<span class="_0 blank"></span>GH¿QLo}HV\ue003<span class="_0 blank"></span>GH\ue003PHUFDGRV\ue010DOYR\ue00f\ue003<span class="_3 blank"></span>FRPSHWrQFLDV\ue003HVVHQFLDLV\ue003<span class="_0 blank"></span>H\ue003<span class="_0 blank"></span>GHWHUPLQDomR\ue003<span class="_0 blank"></span>GDV\ue003DWLYLGDGHV\ue003<span class="_3 blank"></span>H\ue003SURSRVWDV\ue003<span class="_0 blank"></span>GH\ue003<span class="_0 blank"></span>YDORU\ue003</div><div class="t m1 x9 h18 y83 ff7 fsf fc5 sc0 ls1 wsa">SDUD\ue003RV\ue003FOLHQWHV\ue003ID]HP\ue003SDUWH\ue003GR<span class="ff4 fc4 ws8 v0"> planejamento estratégico</span><span class="v0">\ue003GD\ue003RUJDQL]DomR\ue011\ue003</span></div><div class="t m1 x14 h16 y49 ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf4" class="pf w0 h0" data-page-no="4"><div class="pc pc4 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y0 w1 h1" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg4.png"><div class="c x0 y1 w2 h2"><div class="t m1 x10 h12 y15 ff1 fs8 fc1 sc0 ls1">7</div><div class="t m1 x9 h14 y4a ff5 fsf fc5 sc0 ls1 ws8">Segundo <span class="_7 blank"> </span>Kotler <span class="_7 blank"> </span>e <span class="_8 blank"> </span>Armstrong <span class="_7 blank"> </span>(2007, <span class="_7 blank"> </span>p. <span class="_7 blank"> </span>30), <span class="_7 blank"> </span>planejamento <span class="_9 blank"> </span>estratégico <span class="_7 blank"> </span>é <span class="_7 blank"> </span>\u201co <span class="_7 blank"> </span>processo <span class="_7 blank"> </span>de <span class="_7 blank"> </span>desenvolver <span class="_9 blank"> </span>e <span class="_7 blank"> </span>manter <span class="_7 blank"> </span>um </div><div class="t m1 x9 h14 y84 ff7 fsf fc5 sc0 ls1 ws25">DOLQKDPHQWR\ue003 HVWUDWpJLFR\ue003 GRV\ue003 REMHWLYRV\ue003 H\ue003 KDELOLGDGHV\ue003 GH\ue003 XPD\ue003 RUJDQL]DomR\ue003 FRP\ue003 DV\ue003 RSRUWXQLGDGHV\ue003 GH\ue003 PDUNHWLQJ\ue003 HP\ue003 XP\ue003</div><div class="t m1 x9 h14 y85 ff7 fsf fc5 sc0 ls1 ws26">PHUFDGR\ue003HP\ue003 PXWDomR´\ue011\ue003 (VVH\ue003 DOLQKDPHQWR\ue003 p\ue003 GH¿QLGR\ue003 H\ue003 FRRUGHQDGR\ue003 SHOR\ue003 SODQR\ue003 GH\ue003<span class="_4 blank"> </span>PDUNHWLQJ\ue00f\ue003QRUPDOPHQWH\ue003 GLYLGLGR\ue003 QRV\ue003</div><div class="t m1 x9 h14 y86 ff7 fsf fc5 sc0 ls1 ws27">QtYHLV\ue01d\ue003 HVWUDWpJLFR\ue003 \ue00bPDLV\ue003 JHQpULFR\ue00f\ue003 FRP\ue003 REMHWLYRV\ue003 GH\ue003 ORQJR\ue003 SUD]R\ue003 H\ue003 FRP\ue003 GH¿QLo}HV\ue003 TXH\ue003 DIHWDP\ue003 D\ue003 HPSUHVD\ue003 FRPR\ue003 XP\ue003</div><div class="t m1 x9 h14 y87 ff7 fsf fc5 sc0 ls1 ws28">WRGR\ue00c\ue01e\ue003 WiWLFR\ue003 \ue00bSRVVXL\ue003 GHFLV}HV\ue003 PDLV\ue003 HVSHFt¿FDV\ue00f\ue003 GHFRPSRQGR\ue003 RV\ue003 REMHWLYRV\ue003 H\ue003 HVWUDWpJLDV\ue003 HP\ue003 XQLGDGHV\ue003 PHQRUHV\ue00c\ue01e\ue003 H\ue003 R\ue003</div><div class="t m1 x9 h14 y88 ff7 fsf fc5 sc0 ls1">SODQHMDPHQWR\ue003RSHUDFLRQDO\ue003\ue00bTXH\ue003IRUPDOL]D\ue003RV\ue003PpWRGRV\ue003H\ue003LPSODQWD\ue003DV\ue003Do}HV\ue003TXH\ue003IRUDP\ue003GH¿QLGDV\ue00c\ue011\ue003</div><div class="t m1 x9 h14 y89 ff7 fsf fc5 sc0 ls1 wsa">2\ue003SODQHMDPHQWR\ue003HVWUDWpJLFR\ue003FRRUSRUDWLYR\ue003GHYH\ue003GH¿QLU\ue003D\ue003PLVVmR\ue003FRUSRUDWLYD\ue003\ue00bR\ue003SRUTXr\ue003GH\ue003D\ue003HPSUHVD\ue003H[LVWLU\ue00c\ue01e\ue003HVWDEHOHFHU\ue003</div><div class="t m1 x9 h14 y8a ff5 fsf fc5 sc0 ls1 ws8">as <span class="_3 blank"></span>unidades <span class="_0 blank"></span>estratégicas <span class="_0 blank"></span>de <span class="_3 blank"></span>negócios <span class="_0 blank"></span>(ou <span class="_3 blank"></span>UENs) <span class="_0 blank"></span>por <span class="_3 blank"></span>grupo <span class="_0 blank"></span>de <span class="_0 blank"></span>clientes, <span class="_3 blank"></span>suas <span class="_0 blank"></span>necessidades <span class="_3 blank"></span>ou <span class="_0 blank"></span>tecnologia; <span class="_3 blank"></span>alocar <span class="_0 blank"></span>recursos </div><div class="t m1 x9 h14 y8b ff5 fsf fc5 sc0 ls1 ws8">para cada UEN e a avaliar <span class="_4 blank"> </span>oportunidades de crescimento. <span class="_3 blank"></span>A divisão da empresa em unidades de negócio é importante, </div><div class="t m1 x9 h14 y8c ff7 fsf fc5 sc0 ls1">SRLV\ue003FDGD\ue003XPD\ue003GHODV\ue003LUi\ue003GHPDQGDU\ue003HVWUDWpJLDV\ue003GH\ue003PDUNHWLQJ\ue003HVSHFt¿FDV\ue011\ue003</div><div class="t m1 x9 h14 y8d ff7 fsf fc5 sc0 ls1 ws29">$V\ue003 8(1V\ue00f\ue003 VHJXQGR\ue003 .RWOHU\ue003 H\ue003 .HOOHU\ue003 \ue00b\ue015\ue013\ue014\ue016\ue00c\ue00f\ue003 VmR\ue003 FDUDFWHUL]DGDV\ue003 SRU\ue003 VHUHP\ue003 QHJyFLRV\ue003 RX\ue003 XP\ue003 FRQMXQWR\ue003 GH\ue003 QHJyFLRV\ue003</div><div class="t m1 x9 h14 y8e ff7 fsf fc5 sc0 ls1 ws2a">UHODFLRQDGRV\ue00f\ue003 PDV\ue003 LQGHSHQGHQWHV\ue003 GDV\ue003 RXWUDV\ue003 DWLYLGDGHV\ue003 GD\ue003 RUJDQL]DomR\ue01e\ue003 SRU\ue003 SRVVXtUHP\ue003 VHXV\ue003 SUySULRV\ue003 FRQFRUUHQWHV\ue003</div><div class="t m1 x9 h14 y8f ff7 fsf fc5 sc0 ls1 ws2b">H\ue003 SRU\ue003 WHUHP\ue003 XPD\ue003 FRRUGHQDomR\ue003 SUySULD\ue003 GH\ue003 VHX\ue003 GHVHPSHQKR\ue003 ¿QDQFHLUR\ue003 H\ue003 VHX\ue003 SODQHMDPHQWR\ue003 HVWUDWpJLFR\ue00f\ue003 TXH\ue003 SRGH\ue003 VHU\ue003</div><div class="t m1 x9 h14 y90 ff7 fsf fc5 sc0 ls1">UHVXPLGR\ue003QDV\ue003VHJXLQWHV\ue003HWDSDV\ue01d</div><div class="t m1 x17 hb y91 ff4 fs7 fc5 sc0 ls1 ws8">Figura 1.1<span class="ff5"> \u2013 Processo de planejamento estratégico da unidade de negócios</span></div><div class="t m1 x16 hb y92 ff7 fs7 fc5 sc0 ls1">)RQWH\ue01d\ue003.27/(5\ue01e\ue003.(//(5\ue003\ue00b\ue015\ue013\ue014\ue016\ue00f\ue003S\ue011\ue003\ue016\ue016\ue00c\ue011</div><div class="t m1 x14 h16 y68 ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div><div class="c x0 y6 w2 h2"><div class="t m1 x10 h12 y2b ff1 fs8 fc1 sc0 ls1">8</div><div class="t m1 x15 h14 y93 ff7 fsf fc5 sc0 ls1">\ue014\ue011\ue0030LVVmR\ue003GR\ue003QHJyFLR\ue01d\ue003FDGD\ue0038(1\ue003QHFHVVLWD\ue003GH\ue003XPD\ue003PLVVmR\ue00f\ue003GHULYDGD\ue003GD\ue003PLVVmR\ue003GD\ue003HPSUHVD\ue003FRPR\ue003XP\ue003WRGR\ue011</div><div class="t m1 x15 h14 y94 ff7 fsf fc5 sc0 ls1 ws2c">\ue015\ue011\ue003 $QiOLVH\ue003<span class="_7 blank"> </span>6:27<span class="_0 blank"></span>\ue003<span class="_7 blank"> </span>RX\ue003<span class="_7 blank"> </span>3)2$\ue01d\ue003 p\ue003<span class="_7 blank"> </span>XPD\ue003<span class="_7 blank"> </span>DYDOLDomR\ue003<span class="_7 blank"> </span>GDV\ue003<span class="_9 blank"> </span>3RWHQFLDOLGDGHV\ue003<span class="_7 blank"> </span>RX\ue003<span class="_7 blank"> </span>)RUoDV\ue003<span class="_7 blank"> </span>\ue00bGR\ue003 LQJOrV\ue003<span class="_7 blank"> </span><span class="ff6 ws9">Strengths</span><span class="ws2d">\ue00c\ue00f\ue003 )UDTXH]DV\ue003</span></div><div class="t m1 x15 h14 y95 ff5 fsf fc5 sc0 ls1 ws9">(<span class="ff6">Weaknesses</span><span class="ws8">), Oportunidades (</span><span class="ff6">Opportunities</span><span class="ws8">) <span class="_a blank"> </span>e Ameaças (</span><span class="ff6">Threats<span class="ff7 ws2e">\ue00c\ue011\ue003 3DUD\ue003 ID]HU\ue003 HVVD\ue003 DYDOLDomR\ue00f\ue003 DV\ue003 HPSUHVDV\ue003</span></span></div><div class="t m1 x15 h14 y96 ff7 fsf fc5 sc0 ls1 ws2f">FRQGX]HP\ue003 DQiOLVHV\ue003 GR\ue003 DPELHQWH\ue003 H[WHUQR\ue003 \ue00bSDUD\ue003 HQFRQWUDU\ue003 RSRUWXQLGDGHV\ue003 H\ue003 DPHDoDV\ue00c\ue003 H\ue003 GR\ue003 DPELHQWH\ue003 LQWHUQR\ue003 \ue00bSDUD\ue003</div><div class="t m1 x15 h14 y97 ff7 fsf fc5 sc0 ls1 ws30">GHWHUPLQDV\ue003VXDV\ue003 IRUoDV\ue003 H\ue003 IUDTXH]DV\ue00c\ue011\ue003 2\ue003 REMHWLYR\ue003 p\ue003 GHVWDFDU\ue003 RV\ue003 SRQWRV\ue003 IRUWHV\ue003 GH\ue003 PRGR\ue003 D\ue003 DSURYHLWDU\ue003 DV\ue003 RSRUWXQLGDGHV\ue003</div><div class="t m1 x15 h14 y98 ff5 fsf fc5 sc0 ls1 ws8">ao mesmo tempo em que se tenta superar ou eliminar os pontos fracos e assim diminuir as ameaças. </div><div class="t m1 x15 h14 y99 ff7 fsf fc5 sc0 ls1">\ue016\ue011\ue003(VWDEHOHFLPHQWR\ue003GH\ue003PHWDV\ue01d\ue003GHWHUPLQDU\ue003REMHWLYRV\ue003HVSHFt¿FRV\ue003SDUD\ue003R\ue003SHUtRGR\ue003SURSRVWR\ue003SHOR\ue003SODQHMDPHQWR\ue011</div><div class="t m1 x15 h14 y9a ff7 fsf fc5 sc0 ls1 ws31">\ue017\ue011\ue003)RUPXODomR\ue003GH\ue003HVWUDWpJLDV\ue01d\ue003 GHVHQYROYHU\ue003 SODQRV\ue003 GH\ue003 DomR\ue003 SDUD\ue003 DOFDQoDU\ue003 DV\ue003 PHWDV\ue00f\ue003 TXH\ue003 SRGHP\ue003 HQYROYHU\ue003 HVWUDWpJLDV\ue003</div><div class="t m1 x15 h14 y9b ff7 fsf fc5 sc0 ls1 ws32">JHQpULFDV\ue00f\ue003 SURSRVWDV\ue003 SRU\ue003 0LFKDHO\ue003 3RUWHU\ue01d\ue003 OLGHUDQoD\ue003 WRWDO\ue003 HP\ue003 FXVWR\ue003 \ue00bWUDEDOKDU\ue003 FRP\ue003 R\ue003 PHQRU\ue003 FXVWR\ue003 SRVVtYHO\ue00f\ue003 RIHUWDQGR\ue003</div><div class="t m1 x15 h14 y9c ff5 fsf fc5 sc0 ls1 ws8">os <span class="_4 blank"> </span>menores <span class="_4 blank"> </span>preços <span class="_4 blank"> </span>e <span class="_4 blank"> </span>assim <span class="_4 blank"> </span>ampliar <span class="_4 blank"> </span>a <span class="_4 blank"> </span>participação <span class="_8 blank"> </span>de <span class="_4 blank"> </span>mercado); <span class="_4 blank"> </span>diferenciação <span class="_4 blank"> </span>(possuir <span class="_4 blank"> </span>desempenho <span class="_4 blank"> </span>ou <span class="_4 blank"> </span>qualidade </div><div class="t m1 x15 h14 y9d ff7 fsf fc5 sc0 ls1 ws33">VXSHULRU\ue003 QD\ue003 RIHUWD\ue003 GH\ue003 EHQHItFLRV\ue003 SDUD\ue003 RV\ue003 FOLHQWHV\ue00c\ue01e\ue003 H\ue003 IRFR\ue003 \ue00bFRQFHQWUDU\ue003 QR\ue003 DWHQGLPHQWR\ue003 GDV\ue003 QHFHVVLGDGHV\ue003 HVSHFt¿FDV\ue003</div><div class="t m1 x15 h14 y9e ff5 fsf fc5 sc0 ls1 ws8">de um mercado).</div><div class="t m1 x15 h14 y9f ff7 fsf fc5 sc0 ls1">\ue018\ue011\ue003(ODERUDomR\ue003H\ue003LPSOHPHQWDomR\ue003GH\ue003SURJUDPDV\ue01d\ue003JDUDQWLU\ue003TXH\ue003R\ue003TXH\ue003IRL\ue003SODQHMDGR\ue003VHUi\ue003LPSOHPHQWDGR\ue003FRUUHWDPHQWH\ue011</div><div class="t m1 x15 h14 ya0 ff5 fsf fc5 sc0 ls1 ws8">6. <span class="_9 blank"> </span><span class="ff6 ws9">Feedback<span class="ff7 ws34">\ue003 H\ue003 FRQWUROH\ue01d\ue003 DYDOLDU\ue003 H\ue003 DFRPSDQKDU\ue003 FRQWLQXDPHQWH\ue003 RV\ue003 UHVXOWDGRV\ue003 DOFDQoDGRV\ue003 SHOD\ue003 LPSOHPHQWDomR\ue003 GR\ue003</span></span></div><div class="t m1 x15 h14 ya1 ff5 fsf fc5 sc0 ls1 ws8">planejamento estratégico e corrigir eventuais falhas.</div><div class="t m1 x9 h14 ya2 ff7 fsf fc5 sc0 ls1 wsa">$<span class="_0 blank"></span>\ue003SDUWLU\ue003GHVWDV\ue003GH¿QLo}HV\ue003<span class="_0 blank"></span>HVWUDWpJLFDV\ue00f\ue003FRPHoD\ue003D\ue003HWDSD\ue003GR\ue003SODQHMDPHQWR\ue003<span class="_0 blank"></span>GH\ue003PDUNHWLQJ\ue003SURSULDPHQWH\ue003GLWR\ue00f\ue003TXH\ue003VHUi\ue003<span class="_0 blank"></span>IHLWR\ue003</div><div class="t m1 x9 h14 ya3 ff5 fsf fc5 sc0 ls1 ws8">para produtos ou linha de produtos, marcas, etc. </div><div class="t m1 x13 h17 ya4 ff7 fs6 fc5 sc0 ls1 ws35">8P\ue003<span class="_0 blank"></span>SODQR\ue003GH\ue003<span class="_3 blank"></span>PDUNHWLQJ\ue003UHVXPH\ue003<span class="_0 blank"></span>DTXLOR\ue003<span class="_0 blank"></span>TXH\ue003R\ue003<span class="_0 blank"></span>SUR¿VVLRQDO\ue003<span class="_0 blank"></span>GR\ue003<span class="_0 blank"></span>UDPR\ue003<span class="_0 blank"></span>VDEH\ue003VREUH\ue003<span class="_3 blank"></span>R\ue003PHUFDGR\ue003<span class="_0 blank"></span>H\ue003<span class="_0 blank"></span>LQGLFD\ue003FRPR\ue003<span class="_3 blank"></span>D\ue003HPSUHVD\ue003</div><div class="t m1 x13 h17 ya5 ff7 fs6 fc5 sc0 ls1 ws36">SODQHMD\ue003 DOFDQoDU\ue003 VHXV\ue003 REMHWLYRV\ue003 GH\ue003 PDUNHWLQJ\ue011\ue003 (OH\ue003 FRQWpP\ue003 GLUHWUL]HV\ue003 SDUD\ue003 RV\ue003 SURJUDPDV\ue003 GH\ue003 PDUNHWLQJ\ue003 H\ue003 SDUD\ue003 DV\ue003</div><div class="t m1 x13 h17 ya6 ff7 fs6 fc5 sc0 ls1">DORFDo}HV\ue003¿QDQFHLUDV\ue003GXUDQWH\ue003R\ue003SHUtRGR\ue003DEDUFDGR\ue003SHOR\ue003SODQHMDPHQWR\ue003\ue00b.27/(5\ue01e\ue003.(//(5\ue00f\ue003\ue015\ue013\ue014\ue016\ue00f\ue003S\ue011\ue003\ue016\ue01c\ue00c\ue011</div><div class="t m1 x9 h14 ya7 ff7 fsf fc5 sc0 ls1 ws37">8P\ue003SODQR\ue003 GH\ue003 PDUNHWLQJ\ue003 GHYH\ue003 VHU\ue003 FRQVWDQWHPHQWH\ue003 DWXDOL]DGR\ue00f\ue003 DGDSWDGR\ue003 H\ue003 PRQLWRUDGR\ue003 HP\ue003 UHODomR\ue003 D\ue003 VHX\ue003 GHVHPSHQKR\ue003 H\ue003</div><div class="t m1 x9 h14 ya8 ff5 fsf fc5 sc0 ls1 ws8">ações corretivas devem <span class="_0 blank"></span>ser tomadas quando necessárias. Existem <span class="_0 blank"></span>diversas métricas de <span class="_0 blank"></span>marketing que podem ajudar a </div><div class="t m1 x9 h14 ya9 ff7 fsf fc5 sc0 ls1 ws38">PHQVXUDU\ue003RV\ue003 UHVXOWDGRV\ue00f\ue003 VHMDP\ue003 HOHV\ue003 ¿QDQFHLURV\ue003 RX\ue003 QmR\ue011\ue003$V\ue003DQiOLVHV\ue003GH\ue003 YHQGDV\ue00f\ue003 SDUWLFLSDomR\ue003 GH\ue003 PHUFDGR\ue00f\ue003 GHVSHVDV\ue003 GH\ue003</div><div class="t m1 x9 h14 yaa ff7 fsf fc5 sc0 ls1 wsa">PDUNHWLQJ\ue003HP\ue003<span class="_0 blank"></span>UHODomR\ue003jV\ue003YHQGDV\ue003<span class="_0 blank"></span>H\ue003DQiOLVHV\ue003¿QDQFHLUDV\ue003<span class="_0 blank"></span>VmR\ue003TXDWUR\ue003<span class="_0 blank"></span>DVSHFWRV\ue010FKDYH\ue003SDUD\ue003D\ue003<span class="_0 blank"></span>DYDOLDomR\ue003GR\ue003<span class="_0 blank"></span>GHVHPSHQKR\ue003GR\ue003</div><div class="t m1 x9 h14 yab ff5 fsf fc5 sc0 ls1 ws8">plano <span class="_0 blank"></span>de <span class="_0 blank"></span>marketing. Para <span class="_3 blank"></span>questões de <span class="_0 blank"></span>lucratividade <span class="_0 blank"></span>e <span class="_0 blank"></span>análise <span class="_0 blank"></span>de futuros <span class="_3 blank"></span>investimentos em <span class="_0 blank"></span>marketing, <span class="_0 blank"></span>alguns <span class="_0 blank"></span>indicadores </div><div class="t m1 x9 h14 yac ff5 fsf fc5 sc0 ls1 ws8">são a rentabilidade de produtos, territórios, segmentos de clientes, canais de vendas e tamanho dos pedidos.</div><div class="t m1 x14 h16 yad ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf5" class="pf w0 h0" data-page-no="5"><div class="pc pc5 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y0 w1 h1" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg5.png"><div class="c x0 y1 w2 h2"><div class="t m1 x10 h12 y15 ff1 fs8 fc1 sc0 ls1">9</div><div class="t m1 x9 h14 y4a ff5 fsf fc5 sc0 ls1 ws9">Al<span class="ff7 wsa">pP\ue003<span class="_3 blank"></span>GR\ue003<span class="_1 blank"></span>SODQR\ue003<span class="_3 blank"></span>GH\ue003<span class="_3 blank"></span>PDUNHWLQJ\ue00f\ue003<span class="_3 blank"></span>WDPEpP\ue003<span class="_1 blank"></span>p\ue003<span class="_3 blank"></span>IXQomR\ue003<span class="_3 blank"></span>GD\ue003<span class="_3 blank"></span>iUHD\ue003<span class="_1 blank"></span>GH\ue003<span class="_3 blank"></span>PDUNHWLQJ\ue003<span class="_3 blank"></span>LGHQWL¿FDU\ue003<span class="_3 blank"></span>DV\ue003<span class="_1 blank"></span>PXGDQoDV\ue003<span class="_3 blank"></span>TXH\ue003<span class="_3 blank"></span>RFRUUHP\ue003<span class="_3 blank"></span>QR\ue003<span class="_1 blank"></span>PHUFDGR\ue011\ue003<span class="_3 blank"></span>,VVR\ue003</span></div><div class="t m1 x9 h14 yae ff5 fsf fc5 sc0 ls1 ws8">pode ser feito pela coleta <span class="_4 blank"> </span>sistemática de informações, pela interação com consumidores, observação <span class="_4 blank"> </span>dos concorrentes </div><div class="t m1 x9 h14 yaf ff7 fsf fc5 sc0 ls1 wsa">H\ue003GH\ue003<span class="_0 blank"></span>RXWURV\ue003<span class="_0 blank"></span>IDWRUHV\ue003<span class="_0 blank"></span>H[WHUQRV\ue003D\ue003<span class="_0 blank"></span>RUJDQL]DomR\ue011\ue003<span class="_0 blank"></span>(VVH\ue003ÀX[R\ue003<span class="_0 blank"></span>FRQWtQXR\ue003<span class="_0 blank"></span>H\ue003<span class="_0 blank"></span>RUJDQL]DGR\ue003GH\ue003<span class="_0 blank"></span>LQIRUPDo}HV\ue00f\ue003<span class="_0 blank"></span>FRQKHFLGR\ue003SRU\ue003<span class="_0 blank"></span>VLVWHPD\ue003<span class="_0 blank"></span>GH\ue003</div><div class="t m1 x9 h14 yb0 ff5 fsf fc5 sc0 ls1 ws8">informações de <span class="_4 blank"> </span>marketing é formado <span class="_4 blank"> </span>por indivíduos, equipamentos <span class="_4 blank"> </span>e procedimentos responsáveis pela <span class="_4 blank"> </span>coleta, análise, </div><div class="t m1 x9 h14 yb1 ff5 fsf fc5 sc0 ls1 ws8">avaliação <span class="_3 blank"></span>e <span class="_3 blank"></span>distribuição <span class="_0 blank"></span>das <span class="_3 blank"></span>informações <span class="_3 blank"></span>necessárias <span class="_3 blank"></span>para <span class="_0 blank"></span>a <span class="_3 blank"></span>tomada <span class="_3 blank"></span>de <span class="_3 blank"></span>decisões <span class="_0 blank"></span>(KOTLER; <span class="_3 blank"></span>KELLER, <span class="_3 blank"></span>2013). <span class="_3 blank"></span>Ele <span class="_0 blank"></span>pode <span class="_3 blank"></span>ser </div><div class="t m1 x9 h14 yb2 ff5 fsf fc5 sc0 ls1 ws8">abastecido pelos próprios dados internos da empresa (banco de dados), <span class="_4 blank"> </span>pela inteligência de marketing (procedimentos </div><div class="t m1 x9 h14 yb3 ff5 fsf fc5 sc0 ls1 ws8">e fontes de informações do ambiente de marketing) e por meio da<span class="ff4 fc4 v0"> pesquisa de marketing</span><span class="v0">. </span></div><div class="t m1 x13 h17 yb4 ff7 fs6 fc5 sc0 ls1 ws39">3HVTXLVD\ue003GH\ue003 PDUNHWLQJ\ue003 p\ue003 D\ue003 LGHQWL¿FDomR\ue00f\ue003 FROHWD\ue00f\ue003 DQiOLVH\ue003 H\ue003 GLVVHPLQDomR\ue003 GH\ue003 LQIRUPDo}HV\ue003<span class="_4 blank"> </span>GH\ue003IRUPD\ue003 VLVWHPiWLFD\ue003 H\ue003</div><div class="t m1 x13 h17 yb5 ff7 fs6 fc5 sc0 ls1 ws3a">REMHWLYD\ue003H\ue003R\ue003 XVR\ue003 GH\ue003 LQIRUPDo}HV\ue003 SDUD\ue003<span class="_4 blank"> </span>PHOKRUDU\ue003D\ue003WRPDGD\ue003GH\ue003<span class="_4 blank"> </span>GHFLV}HV\ue003UHODFLRQDGD\ue003FRP\ue003 D\ue003 LGHQWL¿FDomR\ue003 H\ue003 VROXomR\ue003</div><div class="t m1 x13 h17 yb6 ff5 fs6 fc5 sc0 ls1 ws8">de problemas e oportunidades em marketing (MALHOTRA, 2006, p. 36).</div><div class="t m1 x9 h14 yb7 ff7 fsf fc5 sc0 ls1 ws3b">2\ue003 SURFHVVR\ue003 GH\ue003 SHVTXLVD\ue003 SRVVXL\ue003 HWDSDV\ue003 GH¿QLGDV\ue00f\ue003 FRPR\ue003 D\ue003 GH¿QLomR\ue003 GR\ue003 SUREOHPD\ue003 H\ue003 GRV\ue003 REMHWLYRV\ue003 GD\ue003 SHVTXLVD\ue00f\ue003</div><div class="t m1 x9 h14 yb8 ff5 fsf fc5 sc0 ls1 ws8">desenvolvimento do plano <span class="_0 blank"></span>de pesquisa, a <span class="_0 blank"></span>coleta de dados, <span class="_0 blank"></span>análise e interpretação das <span class="_0 blank"></span>informações e apresentação <span class="_0 blank"></span>dos </div><div class="t m1 x9 h14 yb9 ff5 fsf fc5 sc0 ls1">resultados.</div><div class="t m1 x9 h14 yba ff7 fsf fc5 sc0 ls1 ws3c">$<span class="_0 blank"></span>\ue003 GH¿QLomR\ue003 GR\ue003 SUREOHPD\ue003 HQYROYH\ue003 GHWHUPLQDU\ue003 R\ue003 TXH\ue003 VH\ue003 TXHU\ue003 GHVFREULU<span class="_0 blank"></span>\ue011\ue003 'H\ue003 DFRUGR\ue003 FRP\ue003 .RWOHU\ue003 H\ue003$UPVWURQJ\ue003 \ue00b\ue015\ue013\ue013\ue01a\ue00c\ue00f\ue003 XP\ue003</div><div class="t m1 x9 h14 ybb ff7 fsf fc5 sc0 ls1 wsa">SURMHWR\ue003<span class="_0 blank"></span>GH\ue003SHVTXLVD\ue003<span class="_0 blank"></span>SRGH\ue003<span class="_0 blank"></span>WHU\ue003<span class="_0 blank"></span>WUrV\ue003DERUGDJHQV\ue01d\ue003<span class="_3 blank"></span>H[SORUDWyULD\ue00f\ue003TXH\ue003<span class="_0 blank"></span>FROHWD\ue003LQIRUPDo}HV\ue003<span class="_0 blank"></span>LQWURGXWyULDV\ue00f\ue003<span class="_0 blank"></span>DX[LOLDQGR\ue003<span class="_0 blank"></span>QD\ue003GH¿QLomR\ue003</div><div class="t m1 x9 h14 ybc ff5 fsf fc5 sc0 ls1 ws8">do <span class="_4 blank"> </span>problema e <span class="_4 blank"> </span>na <span class="_4 blank"> </span>sugestão <span class="_4 blank"> </span>de hipóteses; <span class="_4 blank"> </span>descritiva, <span class="_4 blank"> </span>usada <span class="_4 blank"> </span>na descrição <span class="_4 blank"> </span>de <span class="_4 blank"> </span>características <span class="_4 blank"> </span>ou funções <span class="_4 blank"> </span>de <span class="_4 blank"> </span>mercado; e </div><div class="t m1 x9 h14 ybd ff5 fsf fc5 sc0 ls1 ws8">causal, que testa hipóteses de relações de causa e efeito.</div><div class="t m1 x9 h14 ybe ff7 fsf fc5 sc0 ls1 ws3d">1R\ue003 GHVHQYROYLPHQWR\ue003 GR\ue003 SODQR\ue003 GH\ue003 SHVTXLVD\ue003 p\ue003 GH¿QLGD\ue003 D\ue003 HVWUXWXUD\ue003 GR\ue003 SURMHWR\ue00f\ue003 TXDLV\ue003 VHUmR\ue003 DV\ue003 LQIRUPDo}HV\ue003 EXVFDGDV\ue00f\ue003 RV\ue003</div><div class="t m1 x9 h14 ybf ff5 fsf fc5 sc0 ls1 ws8">métodos para a coleta de dados, os instrumentos de pesquisa, planos de amostragem e os métodos de contato.</div><div class="t m1 x9 h14 yc0 ff7 fsf fc5 sc0 ls1 ws3e">$V\ue003 IRQWHV\ue003 GH\ue003 GDGRV\ue003 SRGHP\ue003 VHU\ue003 SULPiULDV\ue003 \ue00bFROHWDGRV\ue003 SHOD\ue003 HPSUHVD\ue003 SDUD\ue003 XP\ue003 SURSyVLWR\ue003 HVSHFt¿FR\ue00c\ue00f\ue003 RX\ue003 VHFXQGiULDV\ue003</div><div class="t m1 x9 h14 yc1 ff7 fsf fc5 sc0 ls1 wsa">\ue00bLQIRUPDo}HV\ue003<span class="_0 blank"></span>JHUDGDV\ue003<span class="_0 blank"></span>HP\ue003<span class="_0 blank"></span>ORFDLV\ue003<span class="_0 blank"></span>H[WHUQRV\ue003<span class="_0 blank"></span>j\ue003<span class="_0 blank"></span>HPSUHVD\ue00f\ue003<span class="_0 blank"></span>FRP\ue003<span class="_0 blank"></span>RXWUDV\ue003<span class="_0 blank"></span>¿QDOLGDGHV\ue00c\ue011\ue003<span class="_3 blank"></span>2V\ue003GDGRV\ue003<span class="_0 blank"></span>SULPiULRV\ue003<span class="_0 blank"></span>SRGHP\ue003<span class="_3 blank"></span>VHU\ue003REWLGRV\ue003<span class="_0 blank"></span>SRU\ue003</div><div class="t m1 x9 h14 yc2 ff5 fsf fc5 sc0 ls1 ws8">meio de pesquisas de observação (observação de pessoas, situações e ações relevantes); pesquisas de levantamento </div><div class="t m1 x9 h14 yc3 ff5 fsf fc5 sc0 ls1 ws8">(coletam <span class="_7 blank"> </span>informações <span class="_9 blank"> </span>descritivas <span class="_7 blank"> </span>sobre <span class="_7 blank"> </span>atitudes, <span class="_9 blank"> </span>preferências <span class="_7 blank"> </span>e <span class="_7 blank"> </span>comportamento <span class="_9 blank"> </span>de <span class="_7 blank"> </span>compras <span class="_9 blank"> </span>como <span class="_7 blank"> </span><span class="ff6">focus <span class="_7 blank"> </span>groups</span> <span class="_9 blank"> </span>e </div><div class="t m1 x9 h14 yc4 ff6 fsf fc5 sc0 ls1 ws9">surveys<span class="ff5 ws8">); e de pesquisas experimentais (buscam informações causais, testando relações de causa e efeito).</span></div><div class="t m1 x14 h16 yc5 ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div></div><div class="c x0 y6 w2 h2"><div class="t m1 x18 h12 y2b ff1 fs8 fc1 sc0 ls1 ws3f">10</div><div class="t m1 x9 h14 y69 ff5 fsf fc5 sc0 ls1 ws8">Os <span class="_4 blank"> </span>instrumentos <span class="_8 blank"> </span>de <span class="_8 blank"> </span>pesquisa <span class="_4 blank"> </span>usados <span class="_8 blank"> </span>são <span class="_8 blank"> </span>os <span class="_4 blank"> </span>questionários <span class="_8 blank"> </span>(mais <span class="_8 blank"> </span>para <span class="_4 blank"> </span>dados <span class="_8 blank"> </span>quantitativos), <span class="_8 blank"> </span>as <span class="_4 blank"> </span>técnicas <span class="_8 blank"> </span>de <span class="_8 blank"> </span>pesquisa </div><div class="t m1 x9 h14 yc6 ff7 fsf fc5 sc0 ls1 ws40">TXDOLWDWLYD\ue003 \ue00bFRPR\ue003 JUXSRV\ue003 GH\ue003 IRFR\ue003 H\ue003 HQWUHYLVWDV\ue003 HP\ue003 SURIXQGLGDGH\ue00c\ue003 H\ue003 LQVWUXPHQWRV\ue003 PHFkQLFRV\ue011\ue003 'HSRLV\ue003 GH\ue003 GH¿QLGD\ue003 D\ue003</div><div class="t m1 x9 h14 yc7 ff5 fsf fc5 sc0 ls1 ws8">abordagem e <span class="_0 blank"></span>instrumentos <span class="_0 blank"></span>de pesquisa <span class="_0 blank"></span>é preciso <span class="_0 blank"></span>elaborar <span class="_0 blank"></span>o plano <span class="_0 blank"></span>de amostragem <span class="_0 blank"></span>(unidade <span class="_0 blank"></span>de amostragem, <span class="_0 blank"></span>tamanho e </div><div class="t m1 x9 h14 yc8 ff5 fsf fc5 sc0 ls1 ws8">procedimentos de seleção) <span class="_0 blank"></span>e os métodos <span class="_0 blank"></span>de contato que <span class="_0 blank"></span>serão usados <span class="_0 blank"></span>para falar com <span class="_0 blank"></span>os entrevistados. Em <span class="_0 blank"></span>seguida, os </div><div class="t m1 x9 h14 yc9 ff5 fsf fc5 sc0 ls1 ws8">dados <span class="_0 blank"></span>serão coletados, <span class="_3 blank"></span>analisados por <span class="_0 blank"></span>meio <span class="_0 blank"></span>de <span class="_0 blank"></span>técnicas estatísticas <span class="_3 blank"></span>e os <span class="_0 blank"></span>resultados <span class="_0 blank"></span>apresentados, <span class="_0 blank"></span>com recomendações </div><div class="t m1 x9 h14 yca ff5 fsf fc5 sc0 ls1 ws8">e <span class="ff6 ws9">insights</span> para auxiliar a tomada de decisão.</div><div class="t m1 x9 h14 ycb ff7 fsf fc5 sc0 ls1 ws41">7<span class="_3 blank"></span>RGDV\ue003 DV\ue003 LQIRUPDo}HV\ue003 FRQVHJXLGDV\ue003 SHOD\ue003 HPSUHVD\ue00f\ue003 VHMD\ue003 SHOR\ue003 6,0\ue003 RX\ue003 SHODV\ue003 SHVTXLVDV\ue00f\ue003 DMXGDP\ue003 QD\ue003 LGHQWL¿FDomR\ue003 GDV\ue003</div><div class="t m1 x9 h14 ycc ff5 fsf fc5 sc0 ls1 ws8">oportunidades <span class="_4 blank"> </span>de marketing. A<span class="_3 blank"></span> <span class="_4 blank"> </span>partir <span class="_4 blank"> </span>daí a <span class="_4 blank"> </span>empresa precisa <span class="_4 blank"> </span>mensurar e <span class="_4 blank"> </span>avaliar o <span class="_4 blank"> </span>tamanho, crescimento <span class="_4 blank"> </span>e potencial <span class="_4 blank"> </span>de </div><div class="t m1 x9 h14 ycd ff5 fsf fc5 sc0 ls1 ws8">lucratividade dessas oportunidades. <span class="_0 blank"></span>Depois é preciso <span class="_0 blank"></span>estimar a demanda, usando <span class="_0 blank"></span>as previsões de <span class="_0 blank"></span>vendas e o <span class="_0 blank"></span>potencial </div><div class="t m1 x9 h14 yce ff5 fsf fc5 sc0 ls1 ws8">de mercado.</div><div class="t m1 x9 h14 ycf ff5 fsf fc5 sc0 ls1 ws8">Outra <span class="_4 blank"> </span>forma <span class="_4 blank"> </span>de encontrar <span class="_4 blank"> </span>oportunidades <span class="_4 blank"> </span>é <span class="_4 blank"> </span>por <span class="_4 blank"> </span>meio <span class="_4 blank"> </span>da análise <span class="_4 blank"> </span>do <span class="_4 blank"> </span>macroambiente, <span class="_4 blank"> </span>feita <span class="_4 blank"> </span>através <span class="_4 blank"> </span>do monitoramento <span class="_4 blank"> </span>de </div><div class="t m1 x9 h14 yd0 ff7 fsf fc5 sc0 ls1 wsa">VHLV\ue003SULQFLSDLV\ue003IRUoDV\ue003TXH\ue003LPSDFWDP\ue003<span class="_0 blank"></span>DV\ue003DWLYLGDGHV\ue003GD\ue003HPSUHVD\ue01d\ue003DPELHQWH\ue003GHPRJUi¿FR\ue003<span class="_0 blank"></span>\ue00bSRSXODomR\ue00f\ue003WD[D\ue003GH\ue003FUHVFLPHQWR\ue00f\ue003</div><div class="t m1 x9 h14 yd1 ff7 fsf fc5 sc0 ls1 wsa">JUDX\ue003<span class="_0 blank"></span>GH\ue003<span class="_0 blank"></span>LQVWUXomR\ue00c\ue01e\ue003<span class="_3 blank"></span>DPELHQWH\ue003HFRQ{PLFR\ue003<span class="_3 blank"></span>\ue00bUHQGD\ue00f\ue003<span class="_0 blank"></span>SDGU}HV\ue003<span class="_0 blank"></span>GH\ue003<span class="_0 blank"></span>FRQVXPR\ue00f\ue003<span class="_3 blank"></span>GLVSRQLELOLGDGH\ue003GH\ue003<span class="_3 blank"></span>FUpGLWR\ue00c\ue01e\ue003DPELHQWH\ue003<span class="_3 blank"></span>VRFLRFXOWXUDO\ue003</div><div class="t m1 x9 h14 yd2 ff5 fsf fc5 sc0 ls1 ws8">(valores, <span class="_0 blank"></span>cultura, <span class="_3 blank"></span>subculturas); <span class="_0 blank"></span>ambiente <span class="_3 blank"></span>natural <span class="_0 blank"></span>(preservação <span class="_0 blank"></span>do <span class="_3 blank"></span>meio <span class="_0 blank"></span>ambiente, <span class="_0 blank"></span>sustentabilidade); <span class="_3 blank"></span>ambiente <span class="_0 blank"></span>tecnológico </div><div class="t m1 x9 h14 yd3 ff5 fsf fc5 sc0 ls1 ws8">(novas tecnologias, inovações); e ambiente político-legal (regulamentações, leis, grupos de interesse).</div><div class="t m1 x14 h16 yad ff3 fs11 fc4 sc0 ls1 wsf">POR<span class="ff2 fc1 ws10">DENTRO</span>DO<span class="ff2 fc1">TEMA</span></div><div class="t m1 x15 h13 yd4 ff4 fse fc4 sc0 ls1 ws8">A<span class="_0 blank"></span> busca da competitividade nas empresas</div><div class="t m1 x15 h14 yd5 ff7 fsf fc5 sc0 ls1 ws42">\ue087\ue003 <span class="ff5 ws8">O artigo <span class="_0 blank"></span>da <span class="_0 blank"></span>Revista de <span class="_3 blank"></span>Administração <span class="_0 blank"></span>de Empresas <span class="_0 blank"></span>mostra <span class="_0 blank"></span>como é <span class="_0 blank"></span>feita <span class="_0 blank"></span>a análise <span class="_0 blank"></span>do <span class="_0 blank"></span>ambiente </span></div><div class="t m1 x15 h14 yd6 ff5 fsf fc5 sc0 ls1 ws8">competitivo <span class="_3 blank"></span>e <span class="_0 blank"></span>a <span class="_3 blank"></span>formulação <span class="_3 blank"></span>de <span class="_0 blank"></span>estratégias <span class="_3 blank"></span>pelas <span class="_3 blank"></span>empresas <span class="_0 blank"></span>na <span class="_3 blank"></span>busca <span class="_3 blank"></span>de <span class="_0 blank"></span>um <span class="_3 blank"></span>desempenho <span class="_3 blank"></span>superior. </div><div class="t m1 x15 h17 yd7 ff7 fs6 fc5 sc0 ls1 ws35">/LQN\ue003SDUD\ue003DFHVVR\ue01d\ue003<span class="fc4">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011VFLHOR\ue011EU\ue012SGI\ue012UDH\ue012Y\ue016\ue018Q\ue015\ue012D\ue013\ue016Y\ue016\ue018Q\ue015\ue011SGI!<span class="fc5">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011</span></span></div><div class="t m1 x6 h16 yd8 ff3 fs11 fc4 sc0 ls1 wsf">A<span class="_0 blank"></span>C<span class="_0 blank"></span>OMP<span class="_1 blank"></span>ANHE<span class="ff2 fc1 ws10">NA</span>WEB</div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf6" class="pf w0 h0" data-page-no="6"><div class="pc pc6 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y0 w1 h1" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg6.png"><div class="c x0 y1 w2 h2"><div class="t m1 x10 h12 y15 ff1 fs8 fc1 sc0 ls1 ws3f">11</div><div class="t m1 x6 h16 yd9 ff3 fs11 fc4 sc0 ls1 wsf">A<span class="_0 blank"></span>C<span class="_0 blank"></span>OMP<span class="_1 blank"></span>ANHE<span class="ff2 fc1 ws10">NA</span>WEB</div></div><div class="c x19 yda w3 h19"><div class="t m1 x1a h16 ydb ff3 fs11 fc6 sc0 ls1 wsf">A<span class="_0 blank"></span>C<span class="_0 blank"></span>OMP<span class="_1 blank"></span>ANHE</div></div><div class="c x1b ydc w4 h1a"><div class="t m1 x1a h1b ydd ff2 fs11 fc7 sc0 ls1">NA</div></div><div class="c x1c yde w5 h1c"><div class="t m1 x1a h16 ydf ff3 fs11 fc6 sc0 ls1">WEB</div></div><div class="c x0 y1 w2 h2"><div class="t m1 x15 h13 ye0 ff4 fse fc4 sc0 ls1 ws8">As tipologias, variações e características da pesquisa de marketing</div><div class="t m1 x15 h14 ye1 ff7 fsf fc5 sc0 ls1 ws42">\ue087\ue003 <span class="ff5 ws8">Neste artigo são mostrados os principais conceitos de pesquisa de marketing.</span></div><div class="t m1 x15 h17 ye2 ff7 fs6 fc5 sc0 ls1 ws35">/LQN\ue003SDUD\ue003DFHVVR\ue01d\ue003<span class="fc4">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011IDH\ue011HGX\ue012SXEOLFDFRHV\ue012SGI\ue012UHYLVWDBGDBIDH\ue012IDHBY\ue018BQ\ue014\ue012DVBWLSRORJLDVBYDULDFRHVB\ue011</span></div><div class="t m1 x15 h17 ye3 ff7 fs6 fc4 sc0 ls1 ws35">SGI!<span class="fc5">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011</span></div><div class="t m1 x15 h13 ye4 ff4 fse fc4 sc0 ls1 ws8">ManagemenTV - Michael Porter</div><div class="t m1 x15 h14 ye5 ff7 fsf fc5 sc0 ls1 ws43">\ue087\ue003 $VVLVWD\ue003D\ue003HQWUHYLVWD\ue003GH\ue003<span class="_0 blank"></span>0LFKDHO\ue0033RUWHU\ue003SDUD\ue003R\ue003FDQDO\ue0030DQDJHPHQW\ue003<span class="_0 blank"></span>79<span class="_3 blank"></span>\ue011\ue0031HVWH\ue003YtGHR\ue003HOH\ue003<span class="_0 blank"></span>GH¿QH\ue003R\ue003</div><div class="t m1 x15 h14 ye6 ff5 fsf fc5 sc0 ls1 ws8">que é estratégia e como criar diferenciais competitivos. </div><div class="t m1 x15 h17 ye7 ff7 fs6 fc5 sc0 ls1 ws35">/LQN\ue01d\ue003<span class="fc4 ws8">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011\RXWXEH\ue011FRP\ue012ZDWFK"Y V\ue017HS\ue016\ue019)\ue017:74!<span class="fc5 ws35">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011</span></span></div><div class="t m1 x15 h17 ye8 ff7 fs6 fc5 sc0 ls1 ws35">7<span class="_3 blank"></span>HPSR\ue01d\ue003\ue015\ue01d\ue013\ue014</div><div class="t m1 x15 h13 ye9 ff4 fse fc4 sc0 ls1 ws8">Estratégia Empresarial</div><div class="t m1 x15 h14 yea ff7 fsf fc5 sc0 ls1 ws43">\ue087\ue003 9<span class="_0 blank"></span>HMD\ue003<span class="_0 blank"></span>R\ue003<span class="_3 blank"></span>YtGHR\ue003GD\ue003<span class="_3 blank"></span>)XQGDomR\ue003<span class="_0 blank"></span>'RP\ue003<span class="_0 blank"></span>&DEUDO\ue003<span class="_3 blank"></span>VREUH\ue003(VWUDWpJLD\ue00f\ue003<span class="_3 blank"></span>TXH\ue003<span class="_0 blank"></span>DSUHVHQWD\ue003<span class="_0 blank"></span>RV\ue003<span class="_0 blank"></span>SULQFLSDLV\ue003<span class="_3 blank"></span>FRQFHLWRV\ue003</div><div class="t m1 x15 h14 yeb ff5 fsf fc5 sc0 ls1 ws8">teóricos e práticos de um planejamento estratégico. </div><div class="t m1 x15 h17 yec ff7 fs6 fc5 sc0 ls1 ws35">/LQN\ue01d\ue003<span class="fc4 ws8">\ue01fKWWSV\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011\RXWXEH\ue011FRP\ue012ZDWFK"Y H\ue01a'=1E\ue01b\ue014,6J!<span class="fc5 ws35">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011</span></span></div><div class="t m1 x15 h17 yed ff7 fs6 fc5 sc0 ls1 ws35">7<span class="_3 blank"></span>HPSR\ue01d\ue003\ue016\ue013\ue01d\ue013\ue014</div><div class="t m1 x9 h1d yee ff4 fs8 fc4 sc0 ls1">Instruções:</div><div class="t m1 x9 h1e yef ff7 fs5 fc4 sc0 ls1 ws44">$JRUD\ue00f\ue003FKHJRX\ue003D\ue003<span class="_0 blank"></span>VXD\ue003YH]\ue003GH\ue003H[HUFLWDU\ue003<span class="_0 blank"></span>VHX\ue003DSUHQGL]DGR\ue011\ue003<span class="_3 blank"></span>$<span class="_0 blank"></span>\ue003VHJXLU<span class="_3 blank"></span>\ue00f\ue003YRFr\ue003HQFRQWUDUi\ue003DOJXPDV\ue003TXHVW}HV\ue003GH\ue003<span class="_0 blank"></span>P~OWLSOD\ue003</div><div class="t m1 x9 h1e yf0 ff5 fs5 fc4 sc0 ls1 ws8">escolha e dissertativas. Leia cuidadosamente os enunciados e atente-se para o que está sendo pedido.</div></div><div class="c x1d yf1 w6 h1f"><div class="t m1 x1a h17 yf2 ff7 fs6 fc5 sc0 ls1 ws35">7<span class="_3 blank"></span>HPSR\ue01d\ue003\ue016\ue013\ue01d\ue013\ue014</div></div><div class="c x0 y1 w2 h2"><div class="t m1 x1e h15 yf3 ff3 fs10 fc4 sc0 ls1 wse">AGOR A <span class="ff2 fc1 ls3">É</span><span class="ls4">A</span><span class="ff2 fc1 ws45">S<span class="_4 blank"> </span>UA</span><span class="ws46">V E Z</span></div></div><div class="c x0 y6 w2 h2"><div class="t m1 x18 h12 y2b ff1 fs8 fc1 sc0 ls1 ws3f">12</div><div class="t m1 x9 h13 yf4 ff4 fse fc4 sc0 ls1 ws8">Questão 1</div><div class="t m1 x9 h20 yf5 ff7 fs12 fc5 sc0 ls1 ws47">'DYLG\ue003 3DFNDUG\ue00f\ue003 FRIXQGDGRU\ue003 GD\ue003 HPSUHVD\ue003 +HZOHWW\ue0103DFNDUG\ue00f\ue003 IH]\ue003 D\ue003 VHJXLQWH\ue003 D¿UPDomR\ue003 <span class="ff9 ws48">³R\ue003 PDUNHWLQJ\ue003 p\ue003LPSRUWDQWH\ue003 GHPDLV\ue003 SDUD\ue003 ¿FDU\ue003</span></div><div class="t m1 x9 h20 yf6 ff6 fs12 fc5 sc0 ls1 ws8">por conta apenas do <span class="_4 blank"> </span>departamento de marketing\u201d<span class="ff7 ws49">\ue003\ue00b.27/(5\ue00f\ue003\ue014\ue01c\ue01c\ue01c\ue00f\ue003S\ue011\ue003\ue016\ue017\ue00c\ue011\ue0033HQVDQGR\ue003<span class="_4 blank"> </span>QD\ue003PDQHLUD\ue003FRP\ue003TXH\ue003DV\ue003RUJDQL]Do}HV\ue003RSH<span class="ff5">-</span></span></div><div class="t m1 x9 h20 yf7 ff7 fs12 fc5 sc0 ls1">UDP\ue003H\ue003R\ue003VHX\ue003FRQKHFLPHQWR\ue003VREUH\ue003PDUNHWLQJ\ue00f\ue003R\ue003TXH\ue003YRFr\ue003DFKD\ue003TXH\ue003HOH\ue003TXLV\ue003GL]HU\ue003FRP\ue003HVWD\ue003D¿UPDomR"</div><div class="t m1 x9 h13 yf8 ff4 fse fc4 sc0 ls1 ws8">Questão 2</div><div class="t m1 x9 h20 yf9 ff7 fs12 fc5 sc0 ls1 ws4a">&RQVLGHUDQGR\ue003DV\ue003 IHUUDPHQWDV\ue003 WUDGLFLRQDLV\ue003 TXH\ue003 ID]HP\ue003 SDUWH\ue003 GR\ue003 FRPSRVWR\ue003 PHUFDGROyJLFR\ue003 RX\ue003 PL[\ue003 GH\ue003 PDUNHWLQJ\ue00f\ue003 UHODFLRQH\ue003 RV\ue003 LWHQV\ue003</div><div class="t m1 x9 h20 yfa ff5 fs12 fc5 sc0 ls1 ws8">com seus respectivos conceitos.</div><div class="t m1 x7 h20 yfb ff5 fs12 fc5 sc0 ls1 ws8">1. Produto</div><div class="t m1 x7 h20 yfc ff5 fs12 fc5 sc0 ls1 ws8">2. Preço</div><div class="t m1 x7 h20 yfd ff5 fs12 fc5 sc0 ls1 ws8">3. Praça</div><div class="t m1 x7 h20 yfe ff5 fs12 fc5 sc0 ls1 ws8">4. Promoção</div><div class="t m1 x7 h20 yff ff5 fs12 fc5 sc0 ls1 ws8">5. Pessoas, Processos, Programas e Performance </div><div class="t m1 x7 h20 y100 ff4 fs12 fc5 sc0 ls1 ws4b">a)<span class="ff7 ws49">\ue003\ue00b\ue003\ue003\ue003\ue003\ue00c\ue003<span class="_0 blank"></span>$WLYLGDGHV\ue003SDUD\ue003GLVSRQLELOL]DU\ue003H\ue003WRUQDU\ue003DFHVVtYHO\ue003RV\ue003SURGXWRV\ue003GH\ue003XPD\ue003HPSUHVD\ue011\ue003\ue003\ue003</span></div><div class="t m1 x7 h20 y101 ff4 fs12 fc5 sc0 ls1 ws4b">b)<span class="ff7 ws4c">\ue003 \ue00b\ue003 \ue003 \ue003 \ue00c\ue003$WXDOL]DomR\ue003 GR\ue003 FRQFHLWR\ue003 GRV\ue003 \ue0173rV\ue003 SURSRVWD\ue003 SHOR\ue003 PDUNHWLQJ\ue003 KROtVWLFR\ue00f\ue003 DPSOLDQGR\ue003 R\ue003 DOFDQFH\ue003 GDV\ue003 IHUUDPHQWDV\ue003 WUDGLFLRQDLV\ue003</span></div><div class="t m1 x7 h20 y102 ff7 fs12 fc5 sc0 ls1">SDUD\ue003XPD\ue003YLVmR\ue003IRFDGD\ue003QD\ue003FRQVWUXomR\ue003GH\ue003UHODFLRQDPHQWRV\ue003PXWXDPHQWH\ue003EHQp¿FRV\ue003H\ue003QD\ue003FULDomR\ue003GH\ue003YDORU\ue003SDUD\ue003RV\ue003FRQVXPLGRUHV\ue011</div><div class="t m1 x7 h20 y103 ff4 fs12 fc5 sc0 ls1 ws4b">c)<span class="ff7">\ue003\ue00b\ue003\ue003\ue003\ue003\ue00c\ue003&RQMXQWR\ue003GH\ue003EHQHItFLRV\ue003WDQJtYHLV\ue003H\ue003LQWDQJtYHLV\ue003PDWHULDOL]DGRV\ue003QD\ue003IRUPD\ue003GH\ue003XPD\ue003RIHUWD\ue003DR\ue003PHUFDGR\ue011</span></div><div class="t m1 x7 h20 y104 ff4 fs12 fc5 sc0 ls1 ws4b">d)<span class="ff7">\ue003\ue00b\ue003\ue003\ue003\ue003\ue00c\ue003&XVWR\ue003PRQHWiULR\ue003GR\ue003SURGXWR\ue003RX\ue003VHUYLoR\ue011</span></div><div class="t m1 x7 h20 y105 ff4 fs12 fc5 sc0 ls1 ws4b">e)<span class="ff5 ws8"> ( <span class="_0 blank"></span>) <span class="_0 blank"></span>Atividades de comunicação em geral usadas <span class="_0 blank"></span>para informação e persuasão dos consumidores em <span class="_0 blank"></span>relação aos benefícios </span></div><div class="t m1 x7 h20 y106 ff5 fs12 fc5 sc0 ls1 ws8">das ofertas de uma empresa.</div><div class="t m1 x9 h13 y107 ff4 fse fc4 sc0 ls1 ws8">Questão 3</div><div class="t m1 x9 h20 y108 ff7 fs12 fc5 sc0 ls1 ws49">4XDO\ue003D\ue003IXQomR\ue003GD\ue003DQiOLVH\ue0036:27\ue003RX\ue0033)2$<span class="_3 blank"></span>\ue003H\ue003SRU\ue003TXH\ue003HOD\ue003p\ue003LPSRUWDQWH\ue003SDUD\ue003DV\ue003HPSUHVDV"</div><div class="t m1 x1e h15 y109 ff3 fs10 fc4 sc0 ls1 ws4d">AGOR A <span class="ff2 fc1 ls5">É</span><span class="ls4">A</span><span class="ff2 fc1 ws45">S<span class="_4 blank"> </span>UA</span><span class="ws46">V E Z</span></div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf7" class="pf w0 h0" data-page-no="7"><div class="pc pc7 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y10a w1 h21" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg7.png"><div class="c x0 y1 w2 h2"><div class="t m1 x18 h12 y15 ff1 fs8 fc1 sc0 ls1 ws3f">13</div><div class="t m1 x1f h15 y10b ff3 fs10 fc4 sc0 ls1 ws4d">AGOR A <span class="ff2 fc1 ls5">É</span><span class="ls4">A</span><span class="ff2 fc1 ws45">S<span class="_4 blank"> </span>UA</span><span class="ws46">V E Z</span></div><div class="t m1 x9 h13 ye0 ff4 fse fc4 sc0 ls1 ws8">Questão 4</div><div class="t m1 x9 h20 y10c ff5 fs12 fc5 sc0 ls1 ws8">Explique resumidamente as etapas de um projeto de pesquisa de marketing.</div><div class="t m1 x9 h13 y10d ff4 fse fc4 sc0 ls1 ws8">Questão 5</div><div class="t m1 x9 h20 y10e ff7 fs12 fc5 sc0 ls1">6REUH\ue003R\ue003SURFHVVR\ue003GR\ue003SODQHMDPHQWR\ue003HVWUDWpJLFR\ue01d</div><div class="t m1 x7 h20 y10f ff5 fs12 fc5 sc0 ls1 ws8">I. <span class="_b blank"> </span><span class="ff7 ws4e">2\ue003 SODQHMDPHQWR\ue003 HVWUDWpJLFR\ue003 FRPSUHHQGH\ue003 GHWHUPLQDU\ue003 REMHWLYRV\ue003 HVSHFt¿FRV\ue003 SDUD\ue003 D\ue003 HPSUHVD\ue00f\ue003 TXH\ue003 VHUmR\ue003 LPSOHPHQWDGRV\ue003 H\ue003</span></div><div class="t m1 x20 h20 y110 ff5 fs12 fc5 sc0 ls1 ws8">avaliados ao longo de todo o processo. </div><div class="t m1 x7 h20 y111 ff5 fs12 fc5 sc0 ls1 ws8">II. <span class="_9 blank"> </span>A análise <span class="_4 blank"> </span>SWOT<span class="_0 blank"></span> <span class="_4 blank"> </span>considera apenas <span class="_4 blank"> </span>as análises <span class="_4 blank"> </span>do ambiente <span class="_4 blank"> </span>externo para <span class="_4 blank"> </span>encontrar oportunidades <span class="_4 blank"> </span>e ameaças <span class="_4 blank"> </span>no <span class="_4 blank"> </span>mercado. </div><div class="t m1 x20 h20 y112 ff5 fs12 fc5 sc0 ls1 ws8">Dessa forma as empresas conseguem se antecipar e criar movimentos estratégicos para aproveitar esses cenários.</div><div class="t m1 x7 h20 y113 ff5 fs12 fc5 sc0 ls1 ws8">III. <span class="_3 blank"></span>A formulação das estratégias podem envolver as estratégias genéricas de liderança total em custo, diferenciação ou e foco.</div><div class="t m1 x9 h20 y114 ff7 fs12 fc5 sc0 ls1">6REUH\ue003DV\ue003D¿UPDWLYDV\ue003DFLPD\ue003p\ue003SRVVtYHO\ue003D¿UPDU\ue003TXH\ue01d</div><div class="t m1 x21 h20 y115 ff4 fs12 fc4 sc0 ls1 ws8">a) <span class="_8 blank"> </span><span class="ff5 fc5">somente a I está correta.</span></div><div class="t m1 x21 h20 y116 ff4 fs12 fc4 sc0 ls1 ws8">b) <span class="_4 blank"> </span><span class="ff5 fc5">somente a I e a III estão corretas.</span></div><div class="t m1 x21 h20 y117 ff4 fs12 fc4 sc0 ls1 ws8">c) <span class="_8 blank"> </span><span class="ff5 fc5">somente a II está correta.</span></div><div class="t m1 x21 h20 y118 ff4 fs12 fc4 sc0 ls1 ws8">d) <span class="_4 blank"> </span><span class="ff7 fc5">DV\ue003GH¿QLo}HV\ue003,\ue00f\ue003,,\ue003H\ue003,,,\ue003HVWmR\ue003FRUUHWDV\ue011</span></div><div class="t m1 x21 h20 y119 ff4 fs12 fc4 sc0 ls1 ws8">e) <span class="_8 blank"> </span><span class="ff5 fc5">somente a III está correta.</span></div></div><div class="c x0 y6 w2 h2"><div class="t m1 x18 h12 y2b ff1 fs8 fc1 sc0 ls1 ws3f">14</div><div class="t m1 x11 h14 y11a ff5 fsf fc5 sc0 ls1 ws8">Neste <span class="_4 blank"> </span>tema <span class="_4 blank"> </span>você <span class="_4 blank"> </span>aprendeu <span class="_4 blank"> </span>os <span class="_4 blank"> </span>conceitos <span class="_4 blank"> </span>básicos <span class="_4 blank"> </span>de <span class="_4 blank"> </span>marketing, <span class="_4 blank"> </span>a <span class="_4 blank"> </span>importância <span class="_4 blank"> </span>dessa <span class="_4 blank"> </span>atividade <span class="_4 blank"> </span>para <span class="_4 blank"> </span>as <span class="_4 blank"> </span>empresas </div><div class="t m1 x9 h14 y11b ff5 fsf fc5 sc0 ls1 ws8">e <span class="_8 blank"> </span>suas <span class="_4 blank"> </span>ferramentas <span class="_8 blank"> </span>principais, <span class="_8 blank"> </span>como <span class="_4 blank"> </span>o <span class="_8 blank"> </span>composto <span class="_8 blank"> </span>mercadológico, <span class="_8 blank"> </span>plano <span class="_4 blank"> </span>de <span class="_8 blank"> </span>marketing <span class="_8 blank"> </span>e <span class="_8 blank"> </span>os <span class="_4 blank"> </span>sistemas <span class="_8 blank"> </span>de <span class="_8 blank"> </span>informação <span class="_8 blank"> </span>e </div><div class="t m1 x9 h14 y11c ff5 fsf fc5 sc0 ls1 ws8">pesquisa. T<span class="_3 blank"></span>ambém aprendeu conceitos importantes de planejamento estratégico e da administração de marketing.</div></div><div class="c x17 y11d w7 h22"><div class="t m1 x1a h14 y11e ff5 fsf fc5 sc0 ls1 ws8">Neste <span class="_4 blank"> </span>tema <span class="_4 blank"> </span>você <span class="_4 blank"> </span>aprendeu <span class="_4 blank"> </span>os <span class="_4 blank"> </span>conceitos <span class="_4 blank"> </span>básicos <span class="_4 blank"> </span>de <span class="_4 blank"> </span>marketing, <span class="_4 blank"> </span>a <span class="_4 blank"> </span>importância <span class="_4 blank"> </span>dessa <span class="_4 blank"> </span>atividade <span class="_4 blank"> </span>para <span class="_4 blank"> </span>as <span class="_4 blank"> </span>empresas </div></div><div class="c x0 y6 w2 h2"><div class="t m1 x22 h15 y11f ff3 fs10 fc4 sc0 ls1 ws4f">FI N A L I Z A N D O</div><div class="t m1 x9 h20 y120 ff7 fs12 fc5 sc0 ls1 ws49">(675$<span class="_3 blank"></span>7e*,$\ue003(035(6$5,$/\ue00f\ue003)XQGDomR\ue003'RP\ue003&DEUDO\ue00f\ue003\ue015\ue013\ue014\ue015\ue011\ue003'LVSRQtYHO\ue003HP\ue01d\ue003<span class="fc4">\ue01fKWWSV\ue01d\ue012\ue012ZZZ<span class="_3 blank"></span>\ue011\RXWXEH\ue011FRP\ue012</span></div><div class="t m1 x9 h20 y121 ff7 fs12 fc4 sc0 ls1 ws8">ZDWFK"Y H\ue01a'=1E\ue01b\ue014,6J!<span class="fc5 ws49">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011\ue003</span></div><div class="t m1 x9 h20 y122 ff5 fs12 fc5 sc0 ls1 ws8">KOTLER, Philip. <span class="ff6">Marketing para o século XXI: <span class="ff7 ws49">FRPR\ue003FULDU<span class="_0 blank"></span>\ue00f\ue003FRQTXLVWDU\ue003H\ue003GRPLQDU\ue003PHUFDGRV\ue011\ue0036mR\ue0033DXOR\ue01d\ue003)XWXUD\ue00f\ue003\ue014\ue01c\ue01c\ue01c\ue011</span></span></div><div class="t m1 x9 h20 y123 ff7 fs12 fc5 sc0 ls1 ws49">.27/(5\ue00f\ue0033KLOLS\ue01e\ue003<span class="_0 blank"></span>$5067521*\ue00f\ue003*DU\<span class="_3 blank"></span>\ue011\ue003<span class="ff6 ws8">Princípios de marketing.</span>\ue0037UDGXomR\ue003&ULVWLQD\ue003<span class="_0 blank"></span><<span class="_0 blank"></span>DPDJDPL\ue01e\ue003UHYLVmR\ue003WpFQLFD\ue003'LOVRQ\ue003*DEULHO\ue003GRV\ue003</div><div class="t m1 x9 h20 y124 ff7 fs12 fc5 sc0 ls1">6DQWRV\ue011\ue003\ue014\ue015\ue003HG\ue011\ue0036mR\ue0033DXOR\ue01d\ue0033HDUVRQ\ue0033UHQWLFH\ue003+DOO\ue00f\ue003\ue015\ue013\ue013\ue01a\ue011</div><div class="t m1 x9 h20 y125 ff5 fs12 fc5 sc0 ls1 ws8">KOTLER, Philip; KELLER, Kevin Lane. <span class="ff6">Marketing essencial: <span class="ff7">FRQFHLWRV\ue00f\ue003HVWUDWpJLDV\ue003H\ue003FDVRV\ue011\ue003\ue018\ue003HG\ue011\ue0036mR\ue0033DXOR\ue01d\ue0033HDUVRQ\ue003</span></span></div><div class="t m1 x9 h20 y126 ff5 fs12 fc5 sc0 ls1 ws8">Education do Brasil, 2013.</div><div class="t m1 x9 h20 y127 ff5 fs12 fc5 sc0 ls1 ws8">MALHOTRA, Naresh. <span class="ff6">Pesquisa de marketing:<span class="ff7 ws49">\ue003XPD\ue003RULHQWDomR\ue003DSOLFDGD\ue011\ue0037<span class="_0 blank"></span>UDGXomR\ue003/DXUD\ue003%RFFR\ue011\ue003\ue017\ue003HG\ue011\ue0033RUWR\ue003<span class="_0 blank"></span>$OHJUH\ue01d\ue003%RRNPDQ\ue00f\ue003</span></span></div><div class="t m1 x9 h20 y128 ff5 fs12 fc5 sc0 ls1">2006.</div><div class="t m1 x9 h20 y129 ff7 fs12 fc5 sc0 ls1 ws49">0,&+$(/\ue003325<span class="_0 blank"></span>7(5\ue003\ue00b3<span class="_3 blank"></span>$57(\ue003\ue014\ue00c\ue011<span class="ff6 ws8"> Management TV</span>\ue00f\ue003\ue015\ue013\ue014<span class="_0 blank"></span>\ue014\ue011\ue003'LVSRQtYHO\ue003HP\ue01d\ue003<span class="fc4 ws8 v0">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011\RXWXEH\ue011FRP\ue012ZDWFK"Y V\ue017HS\ue016\ue019)\ue017:74!<span class="ff5 fc5">. </span></span></div><div class="t m1 x9 h20 y12a ff7 fs12 fc5 sc0 ls1">$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011\ue003</div><div class="t m1 x9 h20 y12b ff5 fs12 fc5 sc0 ls1 ws8">MEDEIROS, Luisa. <span class="ff6">Mercado baby está repleto de oportunidades para novos players</span>. Portal Mundo do Marketing, 07 ago </div><div class="t m1 x9 h20 y12c ff7 fs12 fc5 sc0 ls1 ws49">\ue015\ue013\ue014\ue017\ue011\ue003'LVSRQtYHO\ue003HP\ue01d\ue003<span class="fc4 v0">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011PXQGRGRPDUNHWLQJ\ue011FRP\ue011EU\ue012UHSRUWDJHQV\ue012PHUFDGR\ue012\ue016\ue014\ue016\ue019\ue01b\ue012PHUFDGR\ue010EDE\\ue010HVWD\ue010UHSOHWR\ue010GH\ue010</span></div><div class="t m1 x9 h20 y12d ff7 fs12 fc4 sc0 ls1 ws49">RSRUWXQLGDGHV\ue010SDUD\ue010QRYRV\ue010SOD\HUV\ue011KWPO!<span class="fc5">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011\ue003</span></div><div class="t m1 x9 h20 y12e ff5 fs12 fc5 sc0 ls1 ws8">MOTT<span class="_3 blank"></span>A, Ricardo. <span class="ff6">A busca da competitividade nas empresas</span>. Revista de <span class="_0 blank"></span>Administração de empresas, São Paulo, v<span class="_3 blank"></span>.35, n.1, </div><div class="t m1 x9 h20 y12f ff7 fs12 fc5 sc0 ls1 ws49">S\ue011\ue014\ue015\ue010\ue014\ue019\ue011\ue0030DU<span class="_0 blank"></span>\ue011\ue012$EU<span class="_0 blank"></span>\ue011\ue003\ue014\ue01c\ue01c\ue018\ue011\ue003'LVSRQtYHO\ue003HP\ue003<span class="fc4 v0">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011VFLHOR\ue011EU\ue012SGI\ue012UDH\ue012Y\ue016\ue018Q\ue015\ue012D\ue013\ue016Y\ue016\ue018Q\ue015\ue011SGI!<span class="fc5">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011\ue003</span></span></div></div><div class="c x23 y130 w8 h23"><div class="t m1 x1a h20 y131 ff7 fs12 fc5 sc0 ls1 ws49">(675$<span class="_3 blank"></span>7e*,$\ue003(035(6$5,$/\ue00f\ue003)XQGDomR\ue003'RP\ue003&DEUDO\ue00f\ue003\ue015\ue013\ue014\ue015\ue011\ue003'LVSRQtYHO\ue003HP\ue01d\ue003</div></div><div class="c x0 y6 w2 h2"><div class="t m1 x24 h15 y132 ff3 fs10 fc4 sc0 ls1 ws50">RE F E R Ê N C I A S</div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf8" class="pf w0 h0" data-page-no="8"><div class="pc pc8 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y10a w1 h21" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg8.png"><div class="c x0 y1 w2 h2"><div class="t m1 x18 h12 y15 ff1 fs8 fc1 sc0 ls1 ws3f">15</div><div class="t m1 x22 h15 y133 ff3 fs10 fc4 sc0 ls1 ws46">RE F E R Ê N C I A S</div><div class="t m1 x9 h20 y134 ff5 fs12 fc5 sc0 ls1 ws8">VIEIRA, V<span class="_3 blank"></span>alter Afonso. <span class="ff6">As tipologias, variações e características da pesquisa de marketing<span class="ff7 ws49">\ue011\ue0035HYLVWD\ue003GD\ue003)<span class="_3 blank"></span>$(\ue00f\ue003&XULWLED\ue00f\ue003Y<span class="_0 blank"></span>\ue011\ue003\ue018\ue00f\ue003</span></span></div><div class="t m1 x9 h20 y135 ff7 fs12 fc5 sc0 ls1 ws49">Q\ue011\ue014\ue00f\ue003S\ue011\ue019\ue014\ue010\ue01a\ue013\ue00f\ue003MDQ\ue011\ue012DEU<span class="_0 blank"></span>\ue011\ue003\ue015\ue013\ue013\ue015\ue011\ue003'LVSRQtYHO\ue003HP\ue01d\ue003<span class="fc4 v0">\ue01fKWWS\ue01d\ue012\ue012ZZZ<span class="_0 blank"></span>\ue011IDH\ue011HGX\ue012SXEOLFDFRHV\ue012SGI\ue012UHYLVWDBGDBIDH\ue012IDHBY\ue018BQ\ue014\ue012DVBWLSRORJLDVB</span></div><div class="t m1 x9 h20 y136 ff7 fs12 fc4 sc0 ls1 ws49">YDULDFRHVB\ue011SGI!<span class="fc5">\ue011\ue003<span class="_0 blank"></span>$FHVVR\ue003HP\ue01d\ue003\ue013\ue014\ue003RXW\ue011\ue003\ue015\ue013\ue014\ue017\ue011\ue003</span></div><div class="t m1 x9 h20 y137 ff5 fs12 fc5 sc0 ls1 ws8">Y<span class="_3 blank"></span>ANAZE, Mitsuro Higuchi.<span class="ff6"> Gestão de marketing: avanços e aplicações<span class="ff7">\ue011\ue0036mR\ue0033DXOR\ue01d\ue0036DUDLYD\ue00f\ue003\ue015\ue013\ue013\ue019\ue011</span></span></div><div class="t m1 x9 h14 y138 ff4 fsf fc4 sc0 ls1 ws8">Custo de oportunidade:<span class="ff7 fc5 wsa">\ue003WHUPR\ue003HFRQ{PLFR\ue003<span class="_0 blank"></span>SDUD\ue003GHVLJQDU\ue003RV\ue003FXVWRV\ue003UHODWLYRV\ue003D\ue003XPD\ue003<span class="_0 blank"></span>DOWHUQDWLYD\ue003QmR\ue003HVFROKLGD\ue011\ue003(VFROKHU\ue003</span></div><div class="t m1 x9 h14 y139 ff7 fsf fc5 sc0 ls1">XPD\ue003HQWUH\ue003DV\ue003GHPDLV\ue003DOWHUQDWLYDV\ue003VLJQL¿FD\ue003UHQXQFLDU\ue003DRV\ue003EHQHItFLRV\ue003TXH\ue003SRGHULDP\ue003VHU\ue003REWLGRV\ue003FRP\ue003HODV\ue011\ue003</div><div class="t m1 x9 h14 y13a ff4 fsf fc4 sc0 ls1 ws8">Composto <span class="_0 blank"></span>mercadológico (ou <span class="_0 blank"></span>Mix <span class="_0 blank"></span>de <span class="_0 blank"></span>Marketing):<span class="ff7 fc5 wsa">\ue003VmR\ue003<span class="_0 blank"></span>YDULiYHLV\ue003<span class="_0 blank"></span>GHWHUPLQDGDV\ue003<span class="_0 blank"></span>SHOD\ue003HPSUHVD\ue003<span class="_0 blank"></span>TXH\ue003<span class="_0 blank"></span>LQÀXHQFLDP\ue003<span class="_0 blank"></span>FRPR\ue003RV\ue003</span></div><div class="t m1 x9 h14 y13b ff5 fsf fc5 sc0 ls1 ws8">consumidores respondem aos estímulos da empresa (produto, preço, praça e promoção).</div><div class="t m1 x9 h14 y13c ff4 fsf fc4 sc0 ls1 ws9">Marketing:<span class="ff5 fc5 ws8"> <span class="_4 blank"> </span>são <span class="_4 blank"> </span>todas <span class="_4 blank"> </span>as <span class="_4 blank"> </span>atividades <span class="_8 blank"> </span>que <span class="_4 blank"> </span>envolvem <span class="_4 blank"> </span>a <span class="_4 blank"> </span>criação, <span class="_4 blank"> </span>comunicação <span class="_4 blank"> </span>e <span class="_8 blank"> </span>entrega <span class="_4 blank"> </span>de <span class="_4 blank"> </span>ofertas <span class="_4 blank"> </span>e <span class="_4 blank"> </span>benefícios <span class="_4 blank"> </span>para <span class="_8 blank"> </span>os </span></div><div class="t m1 x9 h14 y13d ff5 fsf fc5 sc0 ls1">consumidores.</div><div class="t m1 x9 h14 y13e ff4 fsf fc4 sc0 ls1 ws8">Planejamento estratégico:<span class="ff7 fc5 wsa">\ue003SURFHVVR\ue003JHUHQFLDO\ue003GH\ue003FULDU\ue003H\ue003PDQWHU\ue003GH¿QLo}HV\ue003<span class="_0 blank"></span>HVWUDWpJLFDV\ue003GRV\ue003REMHWLYRV\ue003GD\ue003RUJDQL]DomR\ue00f\ue003</span></div><div class="t m1 x9 h14 y13f ff7 fsf fc5 sc0 ls1">D\ue003SDUWLU\ue003GD\ue003LGHQWL¿FDomR\ue003GH\ue003RSRUWXQLGDGHV\ue003GH\ue003PDUNHWLQJ\ue003QR\ue003PHUFDGR\ue011</div><div class="t m1 x9 h14 y140 ff4 fsf fc4 sc0 ls1 ws8">Pesquisa <span class="_4 blank"> </span>de <span class="_4 blank"> </span>marketing:<span class="ff5 fc5"> <span class="_4 blank"> </span>processo <span class="_4 blank"> </span>de <span class="_4 blank"> </span>elaborar, <span class="_4 blank"> </span>coletar, <span class="_4 blank"> </span>analisar <span class="_4 blank"> </span>e <span class="_4 blank"> </span>registrar <span class="_4 blank"> </span>dados <span class="_4 blank"> </span>e <span class="_4 blank"> </span>informações <span class="_4 blank"> </span>sobre <span class="_4 blank"> </span>uma <span class="_4 blank"> </span>situação </span></div><div class="t m1 x9 h14 y141 ff5 fsf fc5 sc0 ls1 ws8">de interesse da empresa.</div></div><div class="c x23 y142 w9 h24"><div class="t m1 x1a h25 y143 ff4 fsf fc6 sc0 ls1 ws8">Custo de oportunidade:</div></div><div class="c x25 y144 wa h26"><div class="t m1 x1a h14 y145 ff7 fsf fc5 sc0 ls1 wsa">\ue003WHUPR\ue003HFRQ{PLFR\ue003SDUD\ue003GHVLJQDU\ue003<span class="_0 blank"></span>RV\ue003FXVWRV\ue003UHODWLYRV\ue003D\ue003XPD\ue003DOWHUQDWLYD\ue003QmR\ue003<span class="_0 blank"></span>HVFROKLGD\ue011\ue003(VFROKHU\ue003</div></div><div class="c x0 y1 w2 h2"><div class="t m1 x26 h15 y146 ff3 fs10 fc4 sc0 ls1 ws4d">GLOSS Á R I O</div></div><div class="c x0 y6 w2 h2"><div class="t m1 x18 h12 y2b ff1 fs8 fc1 sc0 ls1 ws3f">16</div><div class="t m1 x24 h15 y147 ff3 fs10 fc4 sc0 ls1 ws51">GA<span class="_4 blank"> </span>B<span class="_0 blank"></span>ARI<span class="_4 blank"> </span>T<span class="_0 blank"></span>O</div><div class="t m1 x9 h25 y148 ff4 fsf fc4 sc0 ls1 ws8">Questão 1</div><div class="t m1 x9 h14 y149 ff4 fsf fc5 sc0 ls1 ws8">Resposta: <span class="ff7 wsa">2\ue003<span class="_0 blank"></span>TXH\ue003'DYLG\ue003<span class="_0 blank"></span>3DFNDUG\ue003TXLV\ue003<span class="_0 blank"></span>GL]HU\ue003p\ue003<span class="_0 blank"></span>TXH\ue003R\ue003<span class="_0 blank"></span>PDUNHWLQJ\ue003QmR\ue003<span class="_0 blank"></span>p\ue003IXQomR\ue003<span class="_0 blank"></span>GH\ue003<span class="_0 blank"></span>DSHQDV\ue003XP\ue003<span class="_0 blank"></span>GHSDUWDPHQWR\ue003H\ue003<span class="_0 blank"></span>VLP\ue003GH\ue003<span class="_0 blank"></span>WRGDV\ue003</span></div><div class="t m1 x9 h14 y14a ff5 fsf fc5 sc0 ls1 ws8">as áreas da empresa. T<span class="_3 blank"></span>odos precisam ter o foco voltado para o atendimento das necessidades dos clientes. O setor de </div><div class="t m1 x9 h14 y14b ff7 fsf fc5 sc0 ls1 ws52">SURGXomR\ue00f\ue003GH\ue003 HQWUHJD\ue00f\ue003 SUHVWDGRUHV\ue003 GH\ue003 VHUYLoR\ue00f\ue003 ¿QDQFHLUR\ue00f\ue003 YHQGDV\ue00f\ue003 HWF\ue011\ue00f\ue003 WRGRV\ue003 GHYHP\ue003 HQWHQGHU\ue003 TXH\ue003 R\ue003 UHVXOWDGR\ue003 GH\ue003 VXDV\ue003</div><div class="t m1 x9 h14 y14c ff5 fsf fc5 sc0 ls1 ws8">atividades <span class="_4 blank"> </span>irá <span class="_4 blank"> </span>impactar <span class="_8 blank"> </span>na <span class="_4 blank"> </span>forma <span class="_4 blank"> </span>como <span class="_4 blank"> </span>as <span class="_8 blank"> </span>ofertas <span class="_4 blank"> </span>da <span class="_4 blank"> </span>empresa <span class="_4 blank"> </span>serão <span class="_8 blank"> </span>entregues <span class="_4 blank"> </span>aos <span class="_4 blank"> </span>clientes <span class="_4 blank"> </span>e <span class="_8 blank"> </span>é <span class="_4 blank"> </span>função <span class="_4 blank"> </span>dessas <span class="_4 blank"> </span>áreas </div><div class="t m1 x9 h14 y14d ff5 fsf fc5 sc0 ls1 ws8">garantir que estejam criando valor superior para seus consumidores.</div><div class="t m1 x9 h25 y14e ff4 fsf fc4 sc0 ls1 ws8">Questão 2</div><div class="t m1 x9 h14 y14f ff4 fsf fc5 sc0 ls1 ws8">Resposta: <span class="ff7">D\ue011\ue00b\ue016\ue00c\ue003\ue012\ue003E\ue011\ue00b\ue018\ue00c\ue003\ue012\ue003F\ue011\ue00b\ue014\ue00c\ue003\ue012\ue003G\ue011\ue00b\ue015\ue00c\ue003\ue012\ue003H\ue011\ue00b\ue017\ue00c</span></div><div class="t m1 x9 h25 y150 ff4 fsf fc4 sc0 ls1 ws8">Questão 3</div><div class="t m1 x9 h14 y151 ff4 fsf fc5 sc0 ls1 ws8">Resposta: <span class="_4 blank"> </span><span class="ff7 ws53">$<span class="_3 blank"></span>\ue003 DQiOLVH\ue003 6:27\ue003 SHUPLWH\ue003 D\ue003 LGHQWL¿FDomR\ue003 GH\ue003 RSRUWXQLGDGHV\ue003 H\ue003 DPHDoDV\ue003 GH\ue003 PHUFDGR\ue003 H\ue003 IRUoDV\ue003 H\ue003 IUDTXH]DV\ue003 GH\ue003</span></div><div class="t m1 x9 h14 y152 ff7 fsf fc5 sc0 ls1 ws54">XPD\ue003 RUJDQL]DomR\ue011\ue003 (OD\ue003 IRUQHFH\ue003 XPD\ue003 YLVmR\ue003 HVWiWLFD\ue003 GD\ue003 VLWXDomR\ue003 GD\ue003 HPSUHVD\ue00f\ue003 HYLGHQFLDQGR\ue003 TXDLV\ue003 SRQWRV\ue003 IRUWHV\ue003 SRGHP\ue003</div><div class="t m1 x9 h14 y153 ff7 fsf fc5 sc0 ls1 ws55">VHU\ue003 XVDGRV\ue003 SDUD\ue003 DSURYHLWDU\ue003 RSRUWXQLGDGHV\ue003 H\ue003 TXDLV\ue003 SRQWRV\ue003 IUDFRV\ue003 SRGHP\ue003 VHU\ue003 HOLPLQDGRV\ue003 RX\ue003 UHGX]LGRV\ue003 SDUD\ue003 GLPLQXLU\ue003 DV\ue003</div><div class="t m1 x9 h14 y154 ff5 fsf fc5 sc0 ls1 ws8">ameaças <span class="_0 blank"></span>do ambiente <span class="_0 blank"></span>no <span class="_0 blank"></span>qual <span class="_0 blank"></span>a <span class="_0 blank"></span>empresa está <span class="_0 blank"></span>inserida. <span class="_3 blank"></span>A<span class="_0 blank"></span> <span class="_0 blank"></span>partir <span class="_0 blank"></span>desta <span class="_0 blank"></span>análise são <span class="_0 blank"></span>determinados <span class="_0 blank"></span>os <span class="_0 blank"></span>objetivos <span class="_0 blank"></span>da empresa </div><div class="t m1 x9 h14 y155 ff5 fsf fc5 sc0 ls1 ws8">e as estratégias para alcançá-los.</div><div class="t m1 x9 h25 y156 ff4 fsf fc4 sc0 ls1 ws8">Questão 4</div><div class="t m1 x9 h14 y157 ff4 fsf fc5 sc0 ls1 ws9">Resposta:<span class="ff7 wsa">\ue0033ULPHLUR\ue003RFRUUH\ue003D\ue003GH¿QLomR\ue003GR\ue003<span class="_0 blank"></span>SUREOHPD\ue003H\ue003GRV\ue003REMHWLYRV\ue003GD\ue003SHVTXLVD\ue00f\ue003GHWHUPLQDQGR\ue003<span class="_0 blank"></span>R\ue003TXH\ue003VH\ue003TXHU\ue003GHVFREULU\ue003</span></div><div class="t m1 x9 h14 y158 ff7 fsf fc5 sc0 ls1 ws56">H\ue003 TXDLV\ue003 VmR\ue003 DV\ue003 LQIRUPDo}HV\ue003 QHFHVViULDV\ue011\ue003 'HSRLV\ue00f\ue003 p\ue003 GHVHQYROYLGR\ue003 R\ue003 SODQR\ue003 GH\ue003 SHVTXLVD\ue011\ue003 &RP\ue003 D\ue003 HVWUXWXUD\ue003 GD\ue003 SHVTXLVD\ue003</div><div class="t m1 x9 h14 y159 ff7 fsf fc5 sc0 ls1 ws53">IRUPDOL]DGD\ue00f\ue003 VmR\ue003 GHWHUPLQDGDV\ue003 DV\ue003 LQIRUPDo}HV\ue003 QHFHVViULDV\ue00f\ue003 FRPR\ue003 VHUmR\ue003 EXVFDGDV\ue00f\ue003 PHGLGDV\ue003 H\ue003 DQDOLVDGDV\ue003 H\ue003 RV\ue003 SODQRV\ue003</div><div class="t m1 x9 h14 y15a ff5 fsf fc5 sc0 ls1 ws8">de amostragem.</div><div class="t m1 x9 h14 y15b ff5 fsf fc5 sc0 ls1 ws8">A<span class="_0 blank"></span> <span class="_1 blank"></span>aplicação <span class="_1 blank"></span>do <span class="_3 blank"></span>plano <span class="_1 blank"></span>começa <span class="_1 blank"></span>com <span class="_1 blank"></span>a <span class="_3 blank"></span>coleta <span class="_1 blank"></span>de <span class="_1 blank"></span>dados, <span class="_1 blank"></span>por <span class="_3 blank"></span>meio <span class="_1 blank"></span>de <span class="_1 blank"></span>observação, <span class="_1 blank"></span>pesquisas <span class="_3 blank"></span>de <span class="_1 blank"></span>levantamento <span class="_1 blank"></span>ou <span class="_1 blank"></span>experimentais. </div><div class="t m1 x9 h14 y15c ff7 fsf fc5 sc0 ls1 ws57">7<span class="_3 blank"></span>DPEpP\ue003 VmR\ue003 GH¿QLGRV\ue003 RV\ue003 SURFHVVRV\ue003 GH\ue003 PHQVXUDomR\ue011\ue003 3RU\ue003 ¿P\ue003 p\ue003 IHLWD\ue003 D\ue003 LQWHUSUHWDomR\ue003 H\ue003 D\ue003 DSUHVHQWDomR\ue003 GRV\ue003 UHVXOWDGRV\ue003</div><div class="t m1 x9 h14 y15d ff5 fsf fc5 sc0 ls1 ws8">para a tomada de decisão.</div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div> <div id="pf9" class="pf w0 h0" data-page-no="9"><div class="pc pc9 w0 h0"><img fetchpriority="low" loading="lazy" class="bi x0 y10a w1 h21" alt="" src="https://files.passeidireto.com/c7cf722b-383f-4cfc-8782-92fd6a3b5df2/bg9.png"><div class="c x0 y1 w2 h2"><div class="t m1 x18 h12 y15 ff1 fs8 fc1 sc0 ls1 ws3f">17</div><div class="t m1 x9 h25 y4a ff4 fsf fc4 sc0 ls1 ws8">Questão 5</div><div class="t m1 x9 h14 y15e ff4 fsf fc5 sc0 ls1 ws9">Resposta:<span class="ff5 ws8"> <span class="_0 blank"></span>Alternativa B.</span></div><div class="t m1 x9 h14 y15f ff5 fsf fc5 sc0 ls1 ws8">O <span class="_3 blank"></span>item <span class="_3 blank"></span>II <span class="_3 blank"></span>está <span class="_3 blank"></span>incorreto, <span class="_3 blank"></span>pois <span class="_0 blank"></span>a <span class="_3 blank"></span>análise <span class="_3 blank"></span>SWOT <span class="_3 blank"></span>considera <span class="_3 blank"></span>sim <span class="_3 blank"></span>as <span class="_3 blank"></span>análises <span class="_3 blank"></span>do <span class="_3 blank"></span>ambiente <span class="_3 blank"></span>externo <span class="_3 blank"></span>para <span class="_3 blank"></span>encontrar <span class="_0 blank"></span>oportunidades </div><div class="t m1 x9 h14 y160 ff7 fsf fc5 sc0 ls1 ws58">H\ue003 DPHDoDV\ue00f\ue003 PDV\ue003 WDPEpP\ue003 VHX\ue003 DPELHQWH\ue003 LQWHUQR\ue00f\ue003 TXH\ue003 LUi\ue003 HYLGHQFLDU\ue003 VXDV\ue003 IRUoDV\ue003 H\ue003 IUDTXH]DV\ue00f\ue003 GHWHUPLQDQGR\ue003 VXDV\ue003</div><div class="t m1 x9 h14 y161 ff5 fsf fc5 sc0 ls1 ws8">possibilidades em aproveitar as oportunidades e o impacto das ameaças em suas atividades.</div></div></div><div class="pi" data-data='{"ctm":[-1.000000,0.000000,0.000000,-1.000000,595.000000,842.000000]}'></div></div>
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