REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY

The premises operating in competitive environments, whose striking features revolve around changes intense and growing demands of the consuming public, impute to the competitive organizations need to seek innovative alternatives not only in their systems managers, as well as the proposals for improv...

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Principais autores: Gomes, Fernanda Maria de Abreu, Cavalcante, Ligia Maria Alves, Fernandes, Francisco Dinarte de S.
Formato: Online
Idioma:por
Publicado em: Max Leandro de Araújo Brito
Endereço do item:https://periodicos.ufrn.br/casoseconsultoria/article/view/22584
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spelling oai:periodicos.ufrn.br:article-225842020-09-15T22:00:07Z REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY REVISITANDO O MARKETING NA GESTÃO DE SERVIÇOS: UMA BUSCA CONSTANTE PELA SACIEDADE DOS CONSUMIDORES Gomes, Fernanda Maria de Abreu Cavalcante, Ligia Maria Alves Fernandes, Francisco Dinarte de S. Serviços; Marketing; Consumidores; Qualidade; Necessidades. Services, Marketing, Consumer; Quality; Needs. The premises operating in competitive environments, whose striking features revolve around changes intense and growing demands of the consuming public, impute to the competitive organizations need to seek innovative alternatives not only in their systems managers, as well as the proposals for improvements and alignments between customer needs and the tools available, among them marketing services. In this context, the aim of this article is to highlight the differences between the traditional approach of marketing and services marketing from the perspective of consumers search for satiety. Therefore, we performed a bibliographic study focusing on the basic characteristics of services and their implications, the compound of the marketing mix in services and marketing 7ps aligned features that could be considered competitive for consumers. Thus, the marketing management services presents its influence to demonstrate that the service itself, represents a wildcard for the areas of operation of any business that wants to survive and succeed in the market. Thus, the internal marketing and interactive marketing are considered key elements in the process of systemic character for organizations that desire to become competitive. As premissas atuantes nos ambientes competitivos, cujas características marcantes giram em torno de intensas mudanças e crescente exigência do público consumidor, imputam às organizações competitivas a necessidade de buscar alternativas inovadoras não somente em seus sistemas gestores, como também nas propostas de melhorias e alinhamentos entre as necessidades dos clientes e as ferramentas disponíveis, dentre elas o marketing em serviços. Nesse contexto, o objetivo deste artigo é evidenciar as diferenças entre a abordagem tradicional do marketing e o marketing de serviços sob a ótica da busca pela saciedade dos consumidores. Para tanto, efetuou-se um estudo bibliográfico tendo como foco as características básicas dos serviços e suas implicações, o composto do mix de marketing em serviços e os 7ps do marketing alinhado as características que podem ser consideradas diferencial competitivo para os consumidores. Dessa forma, o marketing na gestão de serviços apresenta sua influência ao demonstrar que, o serviço em si, representa um coringa para as áreas de atuação de qualquer empresa que pretende sobreviver no mercado ou ter sucesso. Sendo assim, o marketing interno e o marketing interativo são elementos considerados fundamentais nesse processo de caráter sistêmico para as organizações que almejam se tornar competitivas. Max Leandro de Araújo Brito 2014-02-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://periodicos.ufrn.br/casoseconsultoria/article/view/22584 Revista de Casos e Consultoria; v. 5 n. 1 (2014); e511 2237-7417 por https://periodicos.ufrn.br/casoseconsultoria/article/view/22584/13199
institution Periódicos UFRN
collection Portal de Pediódicos Eletrônicos da UFRN
language por
format Online
author Gomes, Fernanda Maria de Abreu
Cavalcante, Ligia Maria Alves
Fernandes, Francisco Dinarte de S.
spellingShingle Gomes, Fernanda Maria de Abreu
Cavalcante, Ligia Maria Alves
Fernandes, Francisco Dinarte de S.
REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY
author_facet Gomes, Fernanda Maria de Abreu
Cavalcante, Ligia Maria Alves
Fernandes, Francisco Dinarte de S.
author_sort Gomes, Fernanda Maria de Abreu
title REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY
title_short REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY
title_full REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY
title_fullStr REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY
title_full_unstemmed REVISITING MARKETING MANAGEMENT SERVICES: AN OBSESSION WITH CONSUMER SATIETY
title_sort revisiting marketing management services: an obsession with consumer satiety
description The premises operating in competitive environments, whose striking features revolve around changes intense and growing demands of the consuming public, impute to the competitive organizations need to seek innovative alternatives not only in their systems managers, as well as the proposals for improvements and alignments between customer needs and the tools available, among them marketing services. In this context, the aim of this article is to highlight the differences between the traditional approach of marketing and services marketing from the perspective of consumers search for satiety. Therefore, we performed a bibliographic study focusing on the basic characteristics of services and their implications, the compound of the marketing mix in services and marketing 7ps aligned features that could be considered competitive for consumers. Thus, the marketing management services presents its influence to demonstrate that the service itself, represents a wildcard for the areas of operation of any business that wants to survive and succeed in the market. Thus, the internal marketing and interactive marketing are considered key elements in the process of systemic character for organizations that desire to become competitive.
publisher Max Leandro de Araújo Brito
publishDate 2014
url https://periodicos.ufrn.br/casoseconsultoria/article/view/22584
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