Sumários

29 Setembro 2014, 16:30 • CLARA MADALENA LOURENÇO TEIXEIRA DE ALMEIDA

Definição de Marketing

Conceitos chave

Exemplos práticos

29 Setembro 2014, 15:00 • Joanna Krywalski Santiago

1. The importance of customer satisfaction and customer relationships.

2. Steps in marketing process - step 4: building and managing profitable customer relationships.

3. Customer-perceived value and satisfaction.

4. Basic relationships and full partnerships.

5. The changing role of customer relationships.

6. Customer-managed relationships.

7. Partner relationship management (links inside and outside the organization).

8. Customer lifetime value (customer loyalty and retention, share of market and share of customer, and customer equity).

9. Customer relationship groups (strangers, butterflies, barnacles, true friends).

10. The changing marketing landscape (customers' frugality, digital age, globalization, not-for-profit marketing, sustainable marketing).

11. Apple case (first big case to analyze based on product and marketing concepts).

12. Discussion.

13. Resume of the chapter one. Questions. Doubts.

26 Setembro 2014, 17:00 • Sandra Oliveira

Definição e processo do Marketing.

Perceber o mercado e as necessidades dos consumidores:

Exercício prático.

26 Setembro 2014, 15:00 • CLARA MADALENA LOURENÇO TEIXEIRA DE ALMEIDA

Apresentação da docente e da cadeira.

Definição e âmbito do Marketing.

26 Setembro 2014, 14:30 • Sandra Oliveira

Definição e processo do Marketing.

Perceber o mercado e as necessidades dos consumidores:

Exercício prático.