Especialização em Marketing Estratégico
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Navegando Especialização em Marketing Estratégico por Autor "Cordioli, Luiz Alberto"
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Artigo Científico Acesso embargado Impactos da venda on-line nas lojas físicas: mudança no comportamento do consumo(2019) Goulart, Junior AdilsonThe retail trade suffered a great obstacle in sales with the model of purchase by Internet. This article aims to analyze the change in consumer behavior with the arrival of e-commerce and the emergence of online stores in the aftermath of machines and tools. Through a case study we analyzed the changes perceived by the vendors of a machine shop through a semi-structured interview. Sellers were identified as having negative impacts on their sales numbers with online sales. Being perceived by the low circulation of customers in the store, low in the average value of purchase by customers, practicality that the internet provides users who do their shopping at any time of day and place, a price lower than what is practiced by physical stores, does not need interaction with the seller directly. But on the other hand, the store experience is still something that sharpens the senses of the human body by the factor of needing to see, hear and touch the product that it wants. Despite all the practicality that the internet provides, the security factor is still one of the reasons why the customer makes a purchase in the physical store and not in the online store.Artigo Científico Acesso aberto Importância do planejamento estratégico de marketing: estudo de caso da empresa Infobr(2019) Pimenta, Claudete Rosa Pavéglio LazzeriThe purpose of this study is to analyze and define a marketing plan for a small IT company. The applied methodology will be of the author McDonald (2006). Through interviews with company managers, they provided a broad insight into what the company's actions today are in relation to Marketing planning. This study contributes significantly to companies, regardless of their size, understand the importance of marketing planning in their actions, managers usually concentrate on the daily routine and forget to plan, set goals, analyze their competitors, and so on. At the end of this study, a plan of action will be drawn up with the objectives and goals to be achieved in a given period in order to guarantee the stability and permanence of the company in the market.