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- W1793796164 abstract "O objetivo do artigo e ampliar reflexoes acerca dos conceitos de segmentacao e posicionamento, processos de marketing de carater estrategico, mas que devem ter sua aplicabilidade operacional viabilizada pelo plano de marketing das empresas. Nota-se que, apesar de grande variabilidade de estruturas de planos, alguns pontos sao comuns, como os blocos: (i) analise do ambiente interno e externo; (ii) objetivos, estrategias gerais; (iii) programa de acoes; e (iv) formas de controle. Segmentacao e posicionamento sao processos utilizados no plano de marketing principalmente durante a analise da situacao para identificacao da posicao atual do produto (ou da empresa, ou marca) e para a visualizacao de possiveis oportunidades. A maioria dos autores considera formalmente o conceito de segmentacao e posicionamento nessa etapa, apesar de nem sempre a palavra “posicionamento” ser explicitamente utilizada. Dada relevância estrategica dos conceitos, pergunta-se: por que nao retomar claramente os processos de segmentacao e posicionamento na etapa final do plano operacional de marketing? Por permearem tao fortemente as demais etapas do plano, como guia para as tomadas de decisao, poderiam ser novamente resgatados para acompanhamento dos segmentos que estao sendo atingidos pela empresa e de como esse publico percebe as estrategias da empresa. Palavras-chave: Segmentacao. Posicionamento. Plano de marketing. Planejamento estrategico. ABSTRACT The purpose of this paper is to reflect upon segmentation and positioning concepts, which are marketing strategic concepts, and that should have its operational applicability through the elaboration of the marketing plan. Even though there is great variability among marketing plans´ structures, some common points can be found, like the steps: (i) internal and external environmental analysis; (ii) objectives, general goals; (iii) action plan; and (iv) control mechanisms, indicators. Segmentation and positioning are process used in the marketing plan mainly during the internal and external analysis to understand products' position (or companies', or brands') in the market to explore possible opportunities. Most authors formally consider the segmentation and positioning concepts at that phase, even though not always the word “positioning” is explicit written. Since the strategic character of those concepts, we ask: why not go back to these as a last phase in the operational marketing plan? Segmentation and positioning are concepts that permeate the whole marketing plan, guiding decision-making, so they could be formally accessed at the end of the plan to help control the segments that are being affected by the marketing actions and how these consumers affected perceive the company´s strategy. Keywords: Segmentatio. Positioning. Marketing Plan. Strategic Marketing." @default.
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- W1793796164 date "2013-12-24" @default.
- W1793796164 modified "2023-09-25" @default.
- W1793796164 title "REFLEXÕES SOBRE O PAPEL DA SEGMENTAÇÃO E DO POSICIONAMENTO NO PLANO OPERACIONAL DE MARKETING / REFLECTIONS UPON THE ROLE OF SEGMENTATION AND POSITIONING IN THE OPERATIONAL MARKETING PLAN" @default.
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