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Previous issue date: 2009-12-29 / 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 / A busca do homem por mais conforto e uma melhor qualidade de vida levou
a um incremento da produ??o de bens e servi?os, que resulta, quase sempre, em
agress?es ? natureza e a uma diminui??o dessa mesma qualidade de vida. A
preocupa??o com os problemas ambientais aparece como um elemento importante
a respeito do crescimento material e econ?mico e da qualidade de vida. Com esse
cen?rio surge uma nova quest?o, o Marketing Ambiental. Apesar do conceito de
marketing ser bem amplo, as empresas utilizam o termo marketing ambiental para
referenciar o que de fato, muitas vezes, ? uma atividade mais espec?fica de
comunica??o ambiental. A comunica??o ambiental ? uma nova forma de comunicar
utilizada pelas empresas com o objetivo de obter vantagens diante de seus
concorrentes, visto que a competitividade mediante ao pre?o, ao prazo e ? qualidade
se tornam extremamente acirradas. Tendo em vista o atual mercado competitivo,
onde as organiza??es necessitam diferenciais para obter maior destaque frente ?
concorr?ncia, e o fato da sociedade estar cada vez mais preocupada com o meio
ambiente e os impactos que as empresas causam a ele, a comunica??o ambiental
tem sido utilizado como forma de convencer seus clientes. Dessa forma, avaliou-se,
atrav?s de uma pesquisa explorat?ria e qualitativa, a influ?ncia do uso da
comunica??o ambiental na decis?o de compra e de que forma as empresas ao
utilizarem dessa comunica??o podem agregar valor ao seu produto. Os resultados
indicaram que 77% dos entrevistados ouviram falar sobre marketing ou comunica??o
ambiental e que a televis?o ? o principal meio de comunica??o para esse
conhecimento, uma vez que 90,9% dos respondentes afirmaram terem visto
propagandas de produtos de consumo direcionados ? quest?o ambiental nesse
meio. De fato, a preocupa??o com o meio ambiente demonstrada pelas empresas
tem seu impacto, pois 84% dos respondentes relataram se sensibilizar com este
fato. Por?m, somente um n?mero menor de pessoas, 70,5% respondeu que essa
preocupa??o realmente influencia na sua decis?o de compra
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/15025 |
| Date | 29 December 2009 |
| Creators | Mattos, Kandy Maria da Costa |
| Contributors | CPF:24256692487, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4794957H6, Colombo, Ciliana Regina, CPF:60910305900, http://lattes.cnpq.br/5887897462098920, Fons?ca, Andr?a Lessa da, CPF:43836755491, http://lattes.cnpq.br/9306246248709198, Pinto, Carlos Henrique Catunda |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Engenharia de Produ??o, UFRN, BR, Estrat?gia; Qualidade; Gest?o Ambiental; Gest?o da Produ??o e Opera??es |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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