A influência do marketing ambiental na decisão de compra dos consumidores de produtos orgânicos

The search of the man for more comfort and one better quality of life led to an increment of the production of goods and services, that results, almost always, in aggressions to the nature and to a reduction of this same quality of life. The concern with the ambient problems appears as an important element regarding the material and economic growth and of the quality of life. With this scene a new question, the Ambient Marketing appears. Although the marketing concept to be well ample, the companies use the term ambient marketing to make reference what in fact, many times, are a more specific activity of ambient communication. The ambient communication is a new form to communicate used for the companies with the objective to get advantages of its competitors ahead, since the competitiveness by means of the o price, the stated period and the quality if becomes extremely incited. In view of the current competitive market, where the organizations need distinguishing to get greater have detached front to the competition, and the fact of the society to be each time more worried about the environment and the impacts that the companies cause it, the ambient communication has been used as form to convince its customers. Of this form, she evaluated herself, through a exploratory research and qualitative, the influence of the use of the ambient communication in the decision of purchase and of that she forms the companies when using of this communication can add value to its product. The results had indicated that 77% of the interviewed ones had heard to say on marketing or ambient communication and that the television is main the media for this knowledge, a time that 90.9% of the respondents had affirmed to have seen propagandas of directed products of consumption to the ambient question in this way. In fact, the concern with the environment demonstrated for the companies has its impact, therefore 84% of the respondents had told if to sensetize with this fact. However, only a lesser number of people, 70.5% answered that this concern really influences in its decision of purchase

Unconventional Methods of Marketing Communication

In the era of an information revolution customers come in contact with huge numbers of marketing messages in their everyday lives. This leads to so called, information noise, which may result in many messages going unnoticed. Thus marketing managers are forced to search for more effectively ways of getting customers’ attention and are more willingly to use unconventional promotional methods based on using original forms or places in an effort to create the element of surprise and make their message more eye-catching for the targeted audience. This kind of move tends to evoke strong emotions, motiving readers to pass the message on. Creating such a buzz around brand name would also enhance the campaign’s effect. Unfortunately, this form of communication also brings with it some negative effects due to controversial or taboo topics connected with sensitive social issues. An analysis of the advertising methods used by the owners of the most powerful Polish brands shows that there is some evidence of the use of such methods in Poland. Nevertheless unconventional advertising methods are not a commonly used practice.

Campanha de comunicação de Ambient Media para a marca Leroy Merlin

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Ambient CINEMATIC SHORT

A creaking door, an ambient ethno underscore, a couple of synths and you may just have your moody composition.

Ambient slide guitar short

A short instrumental featuring slide guitar, drums, a synth pass and pad.

Ambient thing loop

Ambient Thing is an uplifting, melodic and motivational track featuring synths, drums and light vocals. Atmospheric and reflective, yet incredibly inspiring, it expresses positivity, strong emotional connection and success. Upbeat and positive, it is suitable for your business/corporate projects, videos, websites, films, creative pursuits and more.

Ambient thing loop 2

Ambient Thing is an uplifting, melodic and motivational track featuring synths, piano,drums. Atmospheric and reflective, yet incredibly inspiring, it expresses positivity, strong emotional connection and success. Upbeat and positive, it is suitable for your business/corporate projects, videos, websites, films, creative pursuits and more.

Ambient thing loop 3

Ambient Thing is an uplifting, melodic and motivational track featuring synths, piano,drums. Atmospheric and reflective, yet incredibly inspiring, it expresses positivity, strong emotional connection and success. Upbeat and positive, it is suitable for your business/corporate projects, videos, websites, films, creative pursuits and more.

O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Plano de marketing: uma proposta para o hospital do açúcar

O estudo realizado aborda a temática "Plano de marketing: uma proposta para o Hospital do Açúcar", com direção norteadora para efetuar uma avaliação diagnóstica das atividades da Fundação Hospital da Agroindústria do Açúcar e do Álcool de Alagoas, visando proporcionar uma radiografia de sua situação e, posteriormente, plano estratégico para o desenvolvimento de um processo de gestão eficiente e eficaz. Justifica-se o presente estudo tendo em vista a importância da unidade hospitalar para o Estado de Alagoas, considerando-se sua infra¬estrutura, seus serviços prestados à comunidade alagoana, bem como possibilitar uma reorientação estratégica que possibilite otimizar suas atividades para um atendimento qualitativo e manutenção de suas atividades de forma eficiente e eficaz. Objetiva efetuar uma análise do complexo organizacional da instituição, radiografando seus pontos fortes e fracos, suas oportunidades e riscos, enfim levantando a realidade de suas atividades possibilitando a estruturação de um plano estratégico de marketing que propicie um melhor posicionamento de mercado ao hospital e que defina objetivos e metas e ser alcançados a partir da identificação de oportunidades ambientais e empresariais compatíveis com seus recursos humanos e materiais, também, levando, em consideração os seus fins a sua finalidade filantrópica, respaldada por lei. Metodologicamente, a pesquisa foi desenvolvida de natureza exploratória, objetivando proporcionar maiores informações sobre o assunto; e bibliográfica, tendo como objetivo conhecer, recolher, selecionar, analisar e interpretar as contribuições teóricas já existentes sobre o assunto. No primeiro capítulo abordará o marketing e o plano de marketing, seus conceitos e aplicações, a visualização e aplicação do marketing de serviços, a modalidade do marketing para instituições sem fins lucrativos, até chegar na estrutura e elaboração do plano de marketing. No segundo capítulo aborda o contexto do Hospital do Açúcar e Álcool de Alagoas, conceitos e definições acerca da organização hospitalar, uma abordagem histórica acerca da instituição estudada, a sua estrutura organizacional, a infraestrutura, os recursos e a realidade organizacional. No terceiro capítulo é efetuada demonstração da metodologia aplicada, considerando as duas etapas de estudo realizadas. No quarto capítulo foi efetuado uma abordagem analítica acerca do planeamento de marketing da Fundação Hospital do Açúcar, a partir da realidade encontrada, da análise de SWOT, da estratégia de marketing mix, do segmento alvo, posicionamento e tipo de concorrentes, e do plano de ação. As razões pessoas que levaram a realização do presente estudo se deve ao fato da importância da Fundação Hospital do Açúcar para o Estado de Alagoas, bem como para a população carente e consumidora dos serviços hospitalares, tendo em vista representar uma instituição tradicional e historicamente fincada na localidade, merecendo, portanto, maior atenção das autoridades e sociedade em geral. ABSTRACT; The carried through study it approaches the thematic "Marketing plan: a proposal for the Hospital of the Sugar", with norteadora direction to effect a diagnostic evaluation of the activities of the Foundation Sugar and Alcohol Hospital of Alagoas, being aimed to provide an x-ray of its situation and, later, a strategical plan for the development of a process of efficient and efficient management. The present study in view of the importance of the hospital unit for the State of Alagoas is justified, considering itself its infrastructure, its services given to the Algona community, as well as making possible a strategical reorientation that it makes possible to optimize its activities for a qualitative attendance and maintenance of its activities of efficient and efficient form. Aiming to carry out an analysis of this institution complex of the institution, being radiographed its strong and weak points, its chances and risks, at last raising the reality of its activities making possible the structure of a strategical plan in the market that propitiates one better positioning of market for the hospital and that it defines reached objectives and goals and being from the identification of compatible ambient and enterprise chances with its human resources and material, also, taking, in consideration its ends its philanthropic purpose, endorsed by law. Methodologically, the research was developed of exploratory nature, aiming to provide greaters information on the subject; bibliographical collect, to select, to analyze and theoretical contributions. ln the first chapter it will approach the marketing and the plan of marketing, its concepts and applications, the visualization and application of the marketing services, the modality of the marketing for institutions without lucrative ends, until arriving in the structure and elaboration of the marketing plan. ln as the chapter it approaches the context of the Sugar and Alcohol Hospital of Alagoas, concepts and definitions concerning the hospital organization, a historical boarding concerning the studied institution, its organizational structure, the infrastructure, the resources and the organizational reality. ln the third chapter demonstration of the applied methodology is effected, considering the two carried through stages of study. ln the room chapter an analytical boarding concerning the planning of marketing of the Foundation wich effected the Hospital of the Sugar, from the found reality, of the analysis of SWOT, the strategy of marketing mix, the white segment, positioning and type of competitors, and the plan of action. The reasons people who had taken the accomplishment of the present study to the fact of the importance of the Foundation Sugar and Alcohol Hospital of Alagoas, as well as for the devoid population and consumer of the hospital services, in view of representing a traditional institution and historicamente fincada in the locality, deserving, therefore, greater attention of the authorities and society in general.

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Visitor Relationship Management (VRM) - Repeat Visitation Opportunities for Destination Marketing Organisations

In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations. Successfully differentiating a destination and getting noticed at decision time is arguably the focus of activities by destination marketing organisations (DMOs). In pursuit of differentiation, three emergent themes in the marketing literature during the past decade have been branding, integrated marketing communications (IMC), and customer relationship management (CRM) a fundamental goal of each being stimulating customer loyalty. However there has been little attention given to destination loyalty in the tourism literature. The purpose of this paper is to report an exploratory investigation of visitor relationship management (VRM) by DMOs. Based on interviews with the management of 11 regional tourism organisations (RTO) in Queensland, Australia, the opportunities for, and immediate challenges of, VRM are discussed. While each RTO recognised the potential for VRM, none had yet been able to develop a formal approach to engage in meaningful dialogue with previous visitors from their largest market.