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EMPRESA: ___________________________________________________
RAZÃO SOCIAL: __________________________________________________
CNPJ.: ___________________________ INSC. EST.: ____________________
ENDEREÇO: ______________________________________________________
CONTATO: _______________________________________________________
FONE/FAX: __________________________ CELULAR: ________________
E-MAIL: _______________________ HOME PAGE: www._________________
ANIVERSÁRIO: _______________ DATA DA ENTREVISTA: ___/___/___
HORÁRIO DE FUNCIONAMENTO: ________________________________
Introdução:
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2-f- Existem pontos de venda virtuais, como home page na Internet? Como é a
relação com o cliente e sua utilidade?
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3-a-b- Influenciador:
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3-a-c- Decisor:
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3-a-d- Comprador:
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3-a-e- Usuário:
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3-c- Quais são os principais fatores que influenciam a compra e sua importância?
3-c-b- fatores sociais (grupos de referência, família, amigos, classe social e status)
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5-h- Como foram as ações de comunicação anteriores? Que veículos utilizou? Qual
abordagem? E resultados?
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5-l- Qual a verba atual para comunicação e marketing? Como ela é definida?
Percentual sobre vendas, faturamento ou valor fixo?
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5-m- Você tem controle sobre cadastro de clientes, como é seu sistema?
Quanto clientes cadastrados? Usa CRM (Customer Relationship Managment -
Gerenciamento de Relacionamento com clientes)?
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6-a- Quais as formas de contato do seu cliente com a empresa e quem faz o
atendimento em cada área? (telefone, balcão/recepção/portaria).
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6-b- Como seu atendimento se dirige ao seu cliente? (na recepção, abordagem,
venda, fechamento e despedida)?
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6-c- Existe pós venda e controle de qualidade no atendimento? Faz uso de caixa de
sugestões?
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6-i- Existe algum incentivo interno extra para aumentar as vendas? Quais?
(concursos, funcionário do mês, premiação por resultados, comissão sobre vendas e metas atingidas).
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1-Análise da concorrência
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1-c-a- 1º Concorrente:
-Produto:
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- Preço:
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- Ponto de venda/distribuição
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- Comunicação:
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- Diferenciais:
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- Imagem/%participação de mercado:
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1-c-b- 2º Concorrente:
-Produto:
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- Preço:
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- Comunicação:
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- Diferenciais:
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- Imagem/%participação de mercado:
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1-c-c- 3º Concorrente:
-Produto:
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- Preço:
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- Ponto de venda/distribuição
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- Comunicação:
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- Imagem/%participação de mercado:
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2- Análise de Swot
Oportunidades
Oportunidades são fatores mercadológicos externos que constituem pontos positivos para crescimento e
constituição de mercado.
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E) Ameaças
Ameaças querem dizer fatores de risco para o negócio no mercado. São problemas relacionados aos
produtos e empresas concorrentes, ou mesmo ao mercado em si, como economia, práticas e políticas de
negócios. Ameaças abrangem todos os fatores exógenos, ou seja externos ao produto e que constituem
perigo eminente a seu ciclo de vida.
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3- Análise de Mercado
As informações aqui prestadas são sigilosas e de caráter informativo, correspondendo ao ponto de vista o opiniões do entrevistado.
Sua utilização em peças ou campanhas publicitárias devidamente aprovadas são de responsabilidade do mesmo.