{"id":814,"date":"2022-11-03T19:41:33","date_gmt":"2022-11-03T19:41:33","guid":{"rendered":"https:\/\/marketingdorivadepaula.com.br\/?p=814"},"modified":"2022-11-03T19:41:34","modified_gmt":"2022-11-03T19:41:34","slug":"colocar-anuncio-no-google-e-o-marketing-digital-na-transacao-versus-relacionamento-tendo-conceito-sem-fins-lucrativos-do-marketing-tradicional","status":"publish","type":"post","link":"https:\/\/marketingdorivadepaula.com.br\/?p=814","title":{"rendered":"Colocar an\u00fancio no google e o marketing digital na transa\u00e7\u00e3o versus relacionamento tendo conceito sem fins lucrativos do marketing tradicional"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

O marketing digital e colocar an\u00fancio no google n\u00e3o \u00e9 um universo paralelo em que s\u00f3 existem ferramentas, estas s\u00e3o apenas uma parte do processo do estudo, que \u00e9 o mercado de a\u00e7\u00e3o.<\/p>\n\n\n\n

  Outra mudan\u00e7a importante na teoria de marketing \u00e9 que prop\u00f5e o marketing de relacionamento como alternativa para o marketing de transa\u00e7\u00e3o. O marketing de relacionamento se origina dos trabalhos de pesquisadores do norte da Europa (em particular Noruega e Escandin\u00e1via) e da Austr\u00e1lia. Esse novo campo foi saudado pelos estudiosos como promissora perspectiva para a disciplina: uma \u00b4\u00b4 reformata\u00e7\u00e3o radical \u00b4\u00b4, uma \u00b4\u00b4 mudan\u00e7a de paradigma \u00b4\u00b4, do marketing de trocas discretas para o de trocas relacionais. De modo geral, as investiga\u00e7\u00f5es sobre o relacionamento entre compradores e vendedores veem os relacionamentos a partir de tr\u00eas caracter\u00edsticas: natureza din\u00e2mica do relacionamento, perspectiva de longo prazo e cria\u00e7\u00e3o de valor para as partes envolvidas.<\/p>\n\n\n\n

  O ponto central da diferen\u00e7a entre os dois enfoques seria que o marketing de transa\u00e7\u00e3o olha para cada transa\u00e7\u00e3o entre o comprador e vendedor e n\u00e3o leva em conta a exist\u00eancia de um relacionamento de longo prazo entre as partes. Segundo os defensores desse enfoque, se, ao inv\u00e9s de focar na transa\u00e7\u00e3o individual, a organiza\u00e7\u00e3o passasse a se preocupar com o estabelecimento de uma rela\u00e7\u00e3o duradoura com o cliente, os resultados obtidos pela organiza\u00e7\u00e3o seriam superiores e a satisfa\u00e7\u00e3o dos clientes seria maior.<\/p>\n\n\n\n

  O marketing de relacionamento foi definido por Gronroos como: \u00b4\u00b4 identificar, estabelecer e manter relacionamentos com clientes e outros relevantes (stakeholders) com lucro, de tal modo que sejam atingidos os objetivos de todas as partes envolvidas, e que isso ocorra por meio de troca m\u00fatua e cumprimento de promessas \u00b4\u00b4.<\/p>\n\n\n\n

  Apesar da import\u00e2ncia do conceito e da expans\u00e3o desse novo campo de estudos, tanto no exterior quanto no Brasil, nem todos os clientes est\u00e3o interessados em manter um relacionamento de longo prazo com cada organiza\u00e7\u00e3o que realizam algum tipo de transa\u00e7\u00e3o, mesmo quando plenamente satisfeitos com seus produtos, servi\u00e7os, atendimento etc. Por esse motivo, pode-se considerar a exist\u00eancia de um continuum, quem vai do marketing puramente voltado para a transa\u00e7\u00e3o ao marketing do relacionamento.<\/p>\n\n\n\n

  Marketing se aplica tanto \u00e0s organiza\u00e7\u00f5es que visam lucro como as organiza\u00e7\u00f5es sem fins lucrativos, tais como institui\u00e7\u00f5es filantr\u00f3picas, museus, igrejas etc. O que difere entre estes dois tipos de organiza\u00e7\u00e3o \u00e9, fundamentalmente, o fato de que, nas primeiras, as receitas devem, pelo menos a longo prazo, exceder as despesas, gerando lucros que ser\u00e3o distribu\u00eddos aos s\u00f3cios ou acionistas, como remunera\u00e7\u00e3o pelo capital investido. J\u00e1 nas organiza\u00e7\u00f5es sem fins lucrativos, por\u00e9m, os lucros n\u00e3o s\u00e3o distribu\u00eddos, o que n\u00e3o significa que essas organiza\u00e7\u00f5es n\u00e3o devam tamb\u00e9m se preocupar em gerar recursos, transform\u00e1-los em algo de valor e dessa forma atenderem melhor a seus p\u00fablicos. As organiza\u00e7\u00f5es sem fins lucrativos podem ser classificadas em tr\u00eas tipos: organiza\u00e7\u00f5es prestadoras de servi\u00e7os, associa\u00e7\u00f5es de benef\u00edcio m\u00fatuo e organiza\u00e7\u00f5es de bem-estar p\u00fablico. <\/p>\n","protected":false},"excerpt":{"rendered":"

Colocar an\u00fancio no google e o marketing digital<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":[],"categories":[13],"tags":[15,16],"yoast_head":"\nColocar an\u00fancio no google e o marketing digital na transa\u00e7\u00e3o versus relacionamento tendo conceito sem fins lucrativos do marketing tradicional - Marketing do Riva de Paula<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketingdorivadepaula.com.br\/?p=814\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Colocar an\u00fancio no google e o marketing digital na transa\u00e7\u00e3o versus relacionamento tendo conceito sem fins lucrativos do marketing tradicional - Marketing do Riva de Paula\" \/>\n<meta property=\"og:description\" content=\"Colocar an\u00fancio no google e o marketing digital\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketingdorivadepaula.com.br\/?p=814\" \/>\n<meta property=\"og:site_name\" content=\"Marketing do Riva de Paula\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-03T19:41:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-03T19:41:34+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/marketingdorivadepaula.com.br\/wp-content\/uploads\/2022\/11\/Blog-post-marketing-1024x576.jpeg\" \/>\n<meta name=\"author\" content=\"Jonathan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jonathan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=814#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=814\"},\"author\":{\"name\":\"Jonathan\",\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/#\/schema\/person\/6dcead019ba5ac707f2156823ccdd9dc\"},\"headline\":\"Colocar an\u00fancio no google e o marketing digital na transa\u00e7\u00e3o versus relacionamento tendo conceito sem fins lucrativos do marketing tradicional\",\"datePublished\":\"2022-11-03T19:41:33+00:00\",\"dateModified\":\"2022-11-03T19:41:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=814\"},\"wordCount\":564,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/#organization\"},\"keywords\":[\"colocaran\u00fancionogoogle\",\"marketingdigital\"],\"articleSection\":[\"COLOCAR AN\u00daNCIO NO GOOGLE\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketingdorivadepaula.com.br\/?p=814#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketingdorivadepaula.com.br\/?p=814\",\"url\":\"https:\/\/marketingdorivadepaula.com.br\/?p=814\",\"name\":\"Colocar an\u00fancio no google e o marketing digital na transa\u00e7\u00e3o versus relacionamento tendo conceito sem fins lucrativos do marketing tradicional - 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