FIDELIZANDO O CLIENTE

TOC o 1-5 h z u HYPERLINK l _Toc246508291 1 INTRODUO 10 HYPERLINK l _Toc246508292 1.1 OBJETIVOS E METAS PAGEREF _Toc246508292 h 11 HYPERLINK l _Toc246508293 1.2 OBJETIVO GERAL PAGEREF _Toc246508293 h 11 HYPERLINK l _Toc246508294 1.3 OBJETIVOS ESPECFICOS PAGEREF _Toc246508294 h 11 HYPERLINK l _Toc246508295 1.4 META PAGEREF _Toc246508295 h 11 HYPERLINK l _Toc246508296 1.5 JUSTIFICATIVA PAGEREF _Toc246508296 h 12 HYPERLINK l _Toc246508297 1.6 METODOLOGIA PAGEREF _Toc246508297 h 12 HYPERLINK l _Toc246508298 2 REFERENCIAL TERICO PAGEREF _Toc246508298 h 14 HYPERLINK l _Toc246508299 2.1 MARKETING PAGEREF _Toc246508299 h 14 HYPERLINK l _Toc246508300 2.1.1 Conceito de marketing PAGEREF _Toc246508300 h 14 HYPERLINK l _Toc246508301 2.1.2 Mix de Marketing PAGEREF _Toc246508301 h 16 HYPERLINK l _Toc246508302 2.1.2.1 Produto PAGEREF _Toc246508302 h 16 HYPERLINK l _Toc246508303 2.1.2.2 Preo 17 HYPERLINK l _Toc246508304 2.1.2.3 Praa 17 HYPERLINK l _Toc246508305 2.1.2.4 Promoo 18 HYPERLINK l _Toc246508306 2.2 MERCADO 18 HYPERLINK l _Toc246508307 2.3 MARCA 19 HYPERLINK l _Toc246508308 2.3.1 Evoluo Histrica 19 HYPERLINK l _Toc246508309 2.3.2 Conceito de Marca 20 HYPERLINK l _Toc246508310 2.4 PLANO DE MARKETING PAGEREF _Toc246508310 h 22 HYPERLINK l _Toc246508311 2.5 MARKETING DE RELACIONAMENTO PAGEREF _Toc246508311 h 23 HYPERLINK l _Toc246508312 2.5.1 Valor para o cliente PAGEREF _Toc246508312 h 24 HYPERLINK l _Toc246508313 2.5.2 Satisfao do cliente PAGEREF _Toc246508313 h 24 HYPERLINK l _Toc246508314 2.5.3 Fidelidade e reteno de cliente PAGEREF _Toc246508314 h 25 HYPERLINK l _Toc246508315 2.6 DIAGNSTICO ESTRATGICO PAGEREF _Toc246508315 h 25 HYPERLINK l _Toc246508316 2.6.1 Viso da empresa PAGEREF _Toc246508316 h 25 HYPERLINK l _Toc246508317 2.6.2 Valores da empresa PAGEREF _Toc246508317 h 25 HYPERLINK l _Toc246508318 2.6.3 Anlise externa e interna da empresa PAGEREF _Toc246508318 h 26 HYPERLINK l _Toc246508319 2.6.3.1 Anlise externa