Semana 1

• Apresentação da Unidade Curricular

• Conceito de marketing

Joaquim Silva © 1

Marketing - atitude/cultura

Atitude/cultura
• Identificar e satisfazer necessidades humanas e sociais de forma
lucrativa (Kotler & Keller, 2016:27).
• ”O marketing não é uma responsabilidade de alguém, é
responsabilidade de todos” (Jack Welch, former CEO of the General
Electric Company)

Prática de gestão
• “O bom marketing não é acidental, ele é o resultado de um
planeamento e execução cuidadosos, utilizando ferramentas e
técnicas modernas” (Kotler & Keller, 2012)
Joaquim Silva © 2
 Semana 2
• Natureza do Marketing e Processo de Marketing

– Conceitos centrais de marketing

– Ambiente de Marketing

– Análise SWOT

Joaquim Silva © 3

Conceitos Centrais
• Produto: “é um conjunto de atributos físicos, serviços e simbólicos desenhados
para satisfazer as necessidades e desejos dos consumidores.”(Boone and Kurtz,
2005)
• Valor: Do ponto de vista do cliente, o valor percebido é “…a avaliação geral que o
consumidor faz da utilidade de um produto baseado na perceção daquilo que é
recebido e daquilo que é dado” (Zeithaml, 1988).
• Satisfação: Sensação de prazer ou desapontamento resultante do desempenho
percebido de uma experiência de consumo (produto + serviço + sentimentos), em
relação às expetativas do comprador (=promessa percebida)
• Relacionamentos: Enfatiza-se a retenção dos clientes, porque é mais lucrativo
para as organizações (Reichheld e Sasser, 1990) e porque os clientes desenvolvem
uma relação emocional que favorece a lealdade e a advocacia.
• Mercado: Conjunto de públicos suscetíveis de exercerem influência no volume de
consumo de um produto (Mercator, 2018) - evitar a Miopia de Marketing.

Joaquim Silva © 4
Cliente ativo Evolução do marketing
2000’s – Marketing do serviço - Co-criar valor Marketing 4.0
Colaboração muitos com muitos Voltado p/ experiência

80’s - 90´s – Marketing de serviços e relacionamento

Reter clientes Relacionamento 1 to 1
80’s – Marketing societal - Bem estar da sociedade Marketing 3.0
Voltado p/ ser humano
70’s – Marketing social - Alargamento a causas sociais
Cliente passivo

60´s – 70’s - Satisfazer clientes e organização

( Levitt - Limites do conceito de Marketing Marketing 2.0
Voltado p/ Consumidor
50’s – 60’s – Marketing - Satisfazer clientes
(Levitt - Miopia de Marketing)

20’s – Vendas - Vender produtos

XIX’s - Produção Produzir produtos Marketing 1.0
Centrado no Produto
(Henry Ford)
Joaquim Silva © 5
Kotler, Kartajaya & Setiawan (2017) Marketing 4.0, New Jersey: Wiley & Sons

Semana 3
• Ambiente de Marketing

– Análise SWOT

Joaquim Silva © 6
 AUDITORIA ESTRATÉGICA

ANÁLISE DA
Onde ANÁLISE DO MERCADO ANÁLISE INTERNA
CONCORRÊNCIA
estamos?

O que OBJETIVOS E POSIÇÃO ESTRATÉGICA

queremos?

OPÇÕES ESTRATÉGICAS FUNDAMENTAIS

PROPOSTA DE VALOR
Para onde ALVOS FONTES DE MERCADO POSICIONAMENTO
vamos?

FORMULAÇÃO DO PROGRAMA DE MARKETING (mkt mix)

Como
vamos?
IMPLEMENTAÇÃO, AVALIAÇÃO E CONTROLO
7
Fonte: Lindon et al (2004) Mercator

AUDITORIA ESTRATÉGICA

ANÁLISE DA
ANÁLISE DO MERCADO ANÁLISE INTERNA
Onde CONCORRÊNCIA
estamos?

Ambiente de Marketing

8
Fonte: Lindon et al (2004) Mercator
 AUDITORIA ESTRATÉGICA

ANÁLISE DA
ANÁLISE DO MERCADO ANÁLISE INTERNA
Onde CONCORRÊNCIA
estamos?

P Estabilidade política e riscos políticos | Incentivos políticos a setores de atividade

E Níveis de produtividade | Impostos | Inflação | Taxas de juro | Nível salarial | Taxas de

consumo | Índice de preços

S Crescimento da população | Envelhecimento | Nível de formação | Valores culturais |

Tendências sociais e de consumo

T Inovações tecnológicas produção, distribuição, comunicação, compra, consumo | Revolução

digital

E Preocupações ecológicas | grupos de pressão

Leis, agências governamentais e grupos de pressão |Legislação [patentes, segurança, proteção

L
dos consumidores]
9
Fonte: Lindon et al (2004) Mercator

AUDITORIA ESTRATÉGICA

ANÁLISE DA
ANÁLISE DO MERCADO ANÁLISE INTERNA
Onde CONCORRÊNCIA
estamos?

Micro-ambiente externo
• Mercado 5 forças de Porter
(Rivalidade no sector)
• Consumidores
• Concorrência
• Fornecedores
• Intermediários
• Comunidade

10
Fonte: Lindon et al (2004) Mercator
 AUDITORIA ESTRATÉGICA

ANÁLISE DA
ANÁLISE DO MERCADO ANÁLISE INTERNA
Onde CONCORRÊNCIA
estamos?

Micro-ambiente interno

• Recursos
• Capacidades
• Competências

11
Fonte: Lindon et al (2004) Mercator

AUDITORIA ESTRATÉGICA

ANÁLISE DA
ANÁLISE DO MERCADO ANÁLISE INTERNA
Onde CONCORRÊNCIA
estamos?

Análise SWOT

https://www.dinheirovivo.pt/fazedores/prozis-da-ideia-ao-topo-do-mercado-em-nove-anos-12673772.html
12
 Fatores Internos
• Podem ser controlados pela organização com base nos
recursos e estratégias de atuação definidos.

(Vantagens em relação concorrência) (Desvantagens em relação concorrência)

• Qualidade produtos/serviços • Dificuldades de diferenciação da oferta

• Competências de Gestão
• Flexibilidade
• Recursos Financeiros
• Proximidade ao cliente
• Rede própria de distribuição
• Falta de experiência
• Má localização geográfica
• Elevadas reclamações
• Rupturas repetidas de stock
• Elevados custos de produção

Joaquim Silva © 13

Fatores Externos
• Estão fora do controlo da organização. Devem ser conhecidos
para aproveitar oportunidades e a evitar/mitigar ameaças.

(Podem trazer vantagem competitiva) (Podem comprometer vantagem competitiva)

• Mercados em expansão • Entrada de novos concorrentes

• Crise económica
• Desenvolvimentos tecnológicos
• Novos canais de distribuição
• Interesse de stakeholders em parcerias
• Poder de negociação dos fornecedores
• Ambiente político instável
• Sazonalidade dos consumos
• Legislação restringe consumo
• Dimensão de mercado reduzida

Joaquim Silva © 14
 SWOT Ponderada

https://laconteconsulting.com/2017/12/16/how-do-i-make-a-weighted-swot/
Joaquim Silva © 15

Swot Cruzada

• S1 • W1
• S2 • W2

SO WO
Estratégias Ofensivas Estratégias de Reforço
• O1
• O2 • S1 + O1 = • W1 + O1=
• S2 + O2 = • W2 + O2=

ST WT
Estratégias de Desenvolvimento Estratégias Defensivas
• T1
• T2 • S1 + T1 • W1 + T1=
• S2 + T2 • W2 + T2=

Joaquim Silva © 16
 AUDITORIA ESTRATÉGICA

ANÁLISE DA
Onde ANÁLISE DO MERCADO ANÁLISE INTERNA
CONCORRÊNCIA
estamos?

OBJETIVOS E POSIÇÃO ESTRATÉGICA

O que
queremos?

OPÇÕES ESTRATÉGICAS FUNDAMENTAIS

PROPOSTA DE VALOR
ALVOS FONTES DE MERCADO
Para onde POSICIONAMENTO
vamos?

17
Fonte: Lindon et al (2004) Mercator

Semana 4
• Importância de compreender/estudar os consumidores
• Modelos explicativos do comportamento do consumidor
• Experiência de compra

Joaquim Silva © 2
18
 Conceitos
Consumidor:“…pessoa ou entidade que desempenha um papel no processo de troca
ou transação com uma empresa ou organização (...) é o destinatário dos produtos
(ofertas) da organização” (Kotler et al. 2017).

Comportamento do consumidor: “Conjunto das atividades relacionadas com a

obtenção, consumo, utilização de produtos e serviços, e sua “destruição”/libertação,
incluindo os processos de decisão e avaliação que precedem e seguem estas ações”
(Hengel et al, 1995).

Experiência do consumidor resulta de um conjunto de interações entre o consumidor

e um produto, marca, partes da organização e outros atores, as quais provocam reações.
A experiência é estritamente pessoal e implica o envolvimento do consumidor a
diferentes níveis (racional, emocional, sensorial, físico e espiritual) (Gentile et al., 2007).

Viagem do cliente abrange uma progressão de pontos de contacto (touchpoints) e é

influenciada por múltiplos actores e situações que estão para além co controlo ou ação
da empresa.
Comprador
Joaquim Silva © 19

Comportamento do consumidor
Modelo estímulo-resposta
P E S T E L

Variáveis Biológicas | Sociais | Pessoais | Psicológicas

Respostas:
Ações de • Racional
Marketing • Emocional

Pré-compra Compra Pós-compra 20

Joaquim Silva © 20
 Comportamento do consumidor
Modelo cognitivo/racional: Processo de decisão
• “Conjunto das atividades (…) incluindo os processos de decisão e
avaliação que precedem e seguem estas ações.” (Hengel et al, 1995).

Reconhecimento
do problema

Procura de
informação

Avaliação das Decisão de

alternativas compra

Compra Sentimentos
pós-compra

Pré-compra Compra
Joaquim Silva © Pós-compra 21

Comportamento do consumidor
Perspetiva hedónica

• As escolhas dos consumidores não são atos isolados de tomada de decisão

racional (Conca et al. 2001: p.6) … constitui também um estado subjetivo de
consciência em que o consumidor é movido por um ”…fluxo constante de
fantasias, sentimentos, e diversão”, vivenciados de forma intensa, através de
interações de natureza física, cognitiva e também emocional (Holbrook e Hirschman,
1982:132).

Usa a Lógica Usa os Sentimentos

Joaquim Silva © 22
 Motivações de compra
Cognição e julgamento Emoções positivas ou negativas
• Funcionalidade • Amor
• Qualidade • Respeito
• Durabilidade • Prazer
• Variedade
• Amor
• Economia
• Segurança
• Ódio
• Conveniência • Medo
• Eficiência • Alegria
• Variedade de usos • Diversão (Ahtola, 1985;
• Adequação Babin, 1994)

Pré-compra Compra Pós-compra

Joaquim Silva © 23

A viagem do consumidor
• É necessário prestar atenção à experiência completa, do início ao fim, que
os clientes têm com uma empresa.

https://www.mckinsey.com/~/media/McKinsey/Featured%20Insights/Customer%20Experience/CX%20Compendium%202017/Customer-experience-compendium-July-2017.ashx
Joaquim Silva © 24
 Mapear/avaliar a viagem do consumidor
Title: CXD Labs Uber Customer Journey
Customer Goal: To find transport to get to a destination quickly
Customer Journey Map of an Uber Customer
Version: 1.0
Date: 13/10/2015

and effectively, other than driving their car.

Author: Saiful Nasir, CXD Labs

Disclaimer: This is an example of a Customer Journey based on our own experience (CXD Labs). This is not endorsed by Uber and is not aimed to represent their
Website: www.cxdlabs.com

Key
The journey of a satisfied Uber
user / potential customer
The journey of a dissatisfied
Uber user / potential customer
Research

Stages in a typical Going to Poor

Customer Journey keep on Need to experience,
Experience Analysis Rating looking for continue to need to change
Promoters (NPS 9 10) other validate my travel
Passives (NPS 7 8) using Uber
Detractors (NPS 0 6)
options requirements
Uber didn t Waiting for
An Uber Customer Journey

own defined Customer Journey. This is an example of a Customer Journey using the CXD Labs CCD Framework. Copyright © 2015 CXD Labs
Signing up The end to
Research Validate Commit Receive Use Monitor and Maintain
provide me Uber does the service The travel
and using it and then end
with the info not meet my experience
was a poor receiving it experience
I needed needs was poor
experience was poor was poor
Start here

Do I need to Keen to Let s see how It did! I m going to

Uber sounds Looks like Uber Do I want to Did the driver Did the trip
confirm my Is Uber right continue using Will I use Uber
good, but need meets my needs, continue using meet my the journey meet my check out my
research about for me? Uber again?
to validate let s give it a shot Uber? expectations? goes expectations? travel and rating
Uber?

Moment of truth Moment of truth Moment of truth Moment of truth Moment of truth Moment of truth

That was a
No need to
good
validate,
experience,
ready to get
Customer decides to invest (e.g. time, money, etc.) Customer monitors the performance of the ready to use
Customer researches options to meet their goal. onto Uber! Customer validates their options further. Customer receives the product / service. Customer uses the product / service.
in the product / service. product / service it again!

#1 #2 #3 #4 #5 #6 #7 #9 #10 #11 #12

I need to research transport I need a quick, safe and I want to contact someone I want to check out reviews I want to easily set my travel I want to easily finalise my I want to know the status of I want to have a positive I want to know if I am I want to provide feedback I want to manage my
Customer Objectives

options cost effective transport from Uber on social media criteria booking my driver engagement with my driver getting value for money on my experience account
Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria Success Criteria

Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation Success Criteria Expectation
Transport must be available when I The transportation must take the Able to interact with someone from Able to get information on Uber Be able to track the location of my The route taken will get me there Able to provide feedback on the Able to view all the trips that I have
Must have Must have Must have Must have Ability to set my pick up location Must have Ability to select my payment method Must have Must have The driver is polite Must have Must have Must have Must have
need it (convenience) most efficient route possible Uber to get more info quickly from actual users driver on time driver taken

It must be able to accommodate me I need to get to my destination in a Able to access a knowledge base Able to get information on Uber Receive notification if my driver is The driver assisted me if I had heavy The route taken is the most cost Able to provide feedback on the car Able to see all my payment
Must have Must have Must have Must have Ability to select my destination Must have Receive confirmation of my selection Must have Must have Must have Must have Must have Must have
and my friends (if applicable) set amount of time (e.g. FAQ) before I contact someone from their drivers close by (e.g. 5 minutes away) luggage effective quality transactions (e.g. history)

It must cost less than driving my Could Ability to select the type of transport Could Receive notification on expected time I expect that the driver arrives on The driver informed me of any Could Able to change my details (contact
The transportation must be safe Must have Must have Must have Must have The journey got me there earlier Able to provide feedback on the fare Must have Must have
own car to the destination have (e.g. small or large vehicle) have of arrival for my driver time changes to my travel (e.g route, fare) have details as well as payment details)

I want different options in Could Ability to specify conditions for my Could Provide me with an estimate travel Could I want to be notified when my The fare was cheaper than the Could Able to provide feedback on the Able to print out travel logs (for Could
have Must have Must have
transportation (e.g. cheap vs luxury) have route (e.g. avoid tolls) time (based on current traffic) have driver has arrived estimate have route taken business expenses) have

Mobile App Mobile App Mobile App Uber Facebook Mobile App Mobile App Mobile App Uber Driver Uber Driver Mobile App Mobile App

Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met

Must Have: 100%

(3 out of 3)
Could Have: 100%
(1 out of 1)
Must Have: 100%
(2 out of 2)
Could Have: (00%
out of 1) Must Have: (140% Could Have: N/A Must Have: 100% Could Have: N/A Must Have: 100% Could Have: (150% Must Have: 100% Could Have: (00% Must Have: 100% Could Have: N/A Must Have: 100% Could Have: N/A Must Have: 100% Could Have: (150% Must Have: 100% Could Have: N/A Must Have: 100% Could Have: (00%
out of 2) (2 out of 2) (2 out of 2) out of 2) (3 out of 3) out of 1) (3 out of 3) (3 out of 3) (2 out of 2) out of 2) (4 out of 4) (3 out of 3) out of 1)
Touchpoint Analysis

Interaction breakdown
Able to get all the information required
on transport specs and options
Able to see information about driver
quality and safety
Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown
Although would ve been useful if the Not being able to contact someone A collection of feedback from users as Major plus where a pick up location Able to get all the information required The driver was polite, helped with my The route picked was the most Able to provide feedback on the Able to view all my trips, details of my
app did the comparison between All mandatory must have features
(e.g. a phone number) was unexpected well as drivers interesting content can be precisely provided on transport specs and options luggage, provided me with a bottle of efficient, bypassed a lot of traffic driver, the quality of the car and the payment history and my feedback
Uber and driving, it wasn t hard to were available (and a relatively
The knowledge base was a good and Uber seems to respond to the Although avoiding tolls can t be done Able to see information about driver water, mints and informed me of traffic Although the fare was a bit over, it was journey Was not able to save data as PDF or
calculate. painless experience)
resource comments which is positive. via the app, it can be requested in car quality and safety conditions. explained to me by the driver Able to also view feedback on myself send to printer

Uber Website Uber Website Uber Website Uber Website Uber Website Uber Driver Uber Facebook Uber Website

Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met Criteria Met

Must Have: 100%

(3 out of 3)
Could Have: 100%
(1 out of 1)
Must Have: (00%
out of 2)
Could Have: (00%
out of 1)
Must Have: (140% Could Have: N/A Must Have: (00% Could Have: (00% Must Have: (00% Could Have: (00% Must Have: 100% Could Have: N/A Must Have: 100% Could Have: N/A Must Have: 100% Could Have: 100%
out of 2) out of 2) out of 2) out of 2) out of 2) (1 out of 1) (4 out of 4) (3 out of 3) (1 out of 1)

Interaction breakdown
Able to get all the information required
on transport specs and options
Able to see information about driver
quality and safety
Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown Interaction breakdown
Not being able to contact someone Wasn t able to book a driver via the Wasn t able to book a driver via the Not as structured but due to this I was Able to view all my trips, details of my
Was not able to get any of the Only one criteria was required to be
(e.g. a phone number) was unexpected website, however this wasn t much of website, however this wasn t much of able to provide feedback on the payment history and my feedback
information I needed as I had to use met and it was as the driver arrived on
The knowledge base was a good a deterrent as the mobile app was a deterrent as the mobile app was journey Able to save data as PDF or send to
the mobile app. time.
resource available. available. Uber also has a chance to respond printer

9 9 9 1 4 4 10 9 1 9 1 10 10 10 10 9 8 8 9
Experience Analysis

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Experience (out of 10)

Joaquim Silva ©
Mobile App Website Mobile App Website Mobile App Website Uber Facebook Mobile App Website Mobile App Website Mobile App Uber Driv er Uber Driv er Uber Driv er Mobile App Uber Facebook Mobile App Website

25
Comment: Score would be higher if I didn t have to Comment: After signing up on the website, instead Comment: Not having the ability to contact someone Comment: Combined with their Twitter, Google Comment: Score would be higher if I was able to Comment: The only reason for not a perfect score Comment: Excellent experience I felt that the Comment: Great experience the driver was polite Comment: Great experience with the driver Comment: Able to provide feedback on social Comment: Although a limitation for the mobile,
click so many times to get to the information I of a continued experience it forced me to go on the (e.g. via phone, live chat or email) was disappointing. Plus and Instagram accounts, Uber seems to be set some conditions (e.g. use tolls if I was running is paying cash was not an option (although we see notifications were great (and my driver even called and went above and beyond by having a phone would recommend him to my friends! Although media, but the response may not necessarily come would be great if I could save my transaction
needed. phone. They do have a help center (self service). interacting and responding to their users. late, or avoid tolls if I wasn t rushing). the benefits of that). me when he arrived). Good service! charger and bottle of water. fare was more, he explained it and I was happy. from the driver, only from other users or Uber. history and send via email (for business travel).