Il prezzo e la quantificazione del valore di scambio, riassume in un unico valore una pluralita di scelte operate a livello aziendale.
O marketing, em sentido estrito, e o conjunto de tecnicas e metodos destinados ao desenvolvimento das vendas, mediante quatro possibilidades: produto, preco, praca e promocao.
O campo de marketing evoluiu a partir do acirramento da competitividade, de um tratamento mais restrito, voltado para Os 4 Os (produto, preco, praca, promocao), para um escopo mais abrangente, em que se considera a sustentabilidade dos negocios, englobando as atividades de analise de comportamento do consumidor, comunicacao integrada de marketing, marketing de servicos e marketing de relacionamento.
O Curso Superior em  Marketing (bacharelado ou tecnologo), tem como objetivo geral a formacao de  um profissional critico, com capacidade de leitura dos diferentes contextos e da importancia do marketing no desenvolvimento do mundo contemporaneo.
Nesse sentido, propoe-se a especializar profissionais capazes de articular a teoria com a pratica, atendendo a contento o mercado, que tenham sensibilidade de perceber e avaliar os impactos sociais, economicos e ambientais de suas praticas.
O curso visa formar profissionais com capacidade empreendedora capazes de terem e gerirem o seu proprio negocio, que sejam capazes de agir com etica, responsabilidade social e ambiental e autonomia profissional e intelectual para atuar em mercados cada vez mais competitivos. O graduado em Marketing possui solida formacao tecnica sobre os diferentes processos, metodologias, instrumentos, conceitos, tecnicas e estrategias utilizadas em seu campo de atuacao. Deve ser um profissional com a compreensao de que o Marketing eparte integrante da estrategia corporativa. Esta habilitado, tambem, para prestar assessoria a pequeno e medios negocios, nos quais sua principal funcao e promover a marca e o lancamento de produtos, definindo, por exemplo, as estrategias, o publico-alvo e o preco a ser estabelecido. Quanto ao campo da remuneracao desse profissional, de acordo com o Ministerio do trabalho (RAIS) do ano de 2012, a remuneracao media de um Analista de Pesquisa de Mercado na cidade do Rio de Janeiro e de R$ 4775,00. Podemos ressaltar no curso superior em Marketing (bacharelado ou tecnologo) uma caracteristica institucional e, portanto, comum a todos os demais cursos: a inovacao e a absorcao dos alunos pelomercado de trabalho atraves de estagios e empregos. Some of shoppers’ favorite four-letter words include FREE, SALE, and BOGO (Buy One Get One Free). In previous chapters, we looked at the offering (products and services), communication (promotion), and place (the other marketing mix variables), all of which cost firms money. Based upon its understanding of customers, a company develops its marketing mix of product, price, place and promotion.
Em sentido amplo, e a concepcao da politica empresarial, na qual o desenvolvimento das vendas desempenha um papel predominante. E profissional atualizado nos conceitos e nas melhores praticas de marketing aplicaveis no mercado, especialmente as pequenas e medias empresas. Cabe ainda ao profissional tracar e executar estrategias para alcancar os objetivos que a empresa deseja atingir, como lealdade a marca, boa imagem do produto e lucratividade. Trabalha ainda com pesquisa de mercado, coletando e analisando dados sobre o perfil do consumidor e o ambiente socioeconomico, na inovacao de produtos que ja existem e que necessitam de atualizacao.


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Em relacao as oportunidades de atuacao no mercado, destacamos aparceria com grande numero de organizacoes permitindo a insercao do aluno seja na condicaode estagiario, seja como profissional. Soma-se a isso a constante qualificacao, titulacao e experiencia profissional do corpo docente.
When Chick-fil-A opens new locations, they offer the first one hundred customers a free meal every week for a year. Quando si parla di sconti, non si intende solo il prezzo base ma anche tutta la scontistica. Tem atuacao profissional marcada pelos valores de responsabilidade social, da justica e da etica, da consciencia da necessidade da continua aprendizagem. Pode atuar em qualquer tipo de organizacao, desde departamentos de marketing de grandes empresas ate institutos de pesquisa e orgaos publicos.
When KFC introduced its grilled chicken, they put coupons good for a free piece of chicken in many Sunday newspaper magazines.
When a change is proposed to be made in one of the elements, it has to be checked if the changed element still fits with and reinforces other elements, or has it started contradicting other elements, making the marketing mix less effective in serving customers. So how do sellers make any money if they always offer goods and services on sale or for a special deal? Many sellers give customers something for free hoping they’ll buy other products, but a careful balance is needed to make sure a profit is made. Product: Product decision involves deciding what goods or services should be offered to customers. The customer gets interested in the company primarily because of the product or service it is producing or proposes to produce. As technologies and tastes change, products become out-of-date and inferior to competition. Price: Price is the cost that customer is willing to bear for the product and the way it is made available to him. Price represents on a unit basis what the company receives for the product which is being marketed. Therefore, if a company is generous in giving discounts and allowances, it should keep its list price high. Payment periods and credit terms also affect the real price, and if a company has generous payment periods and credit terms, it should keep its list price high.In comparison to other elements of the marketing mix, price can be changed easily.


But an ill-considered change in price can alter customer perceptions about the value of the marketing mix. In the absence of any objective knowledge about the quality of the product, the customer builds a strong association between price and quality.If the price of a product is reduced, customers may start regarding it as an inferior quality product. If a company raises price, customers may consider it a high quality product, but there is also the risk that customers may regard the price as too high for the value that they are getting from the product. Price change, though easy to make, should always be done taking into consideration the effect the change will have on the attractiveness or otherwise of the marketing mix.3. Promotion: Decisions have to be made with respect to promotional mix advertising, personal selling, sales promotions, exhibition sponsorship and public relations. An expensive product, like machinery, with limited number of customers should be promoted through personal contacts between buyers and salespersons.Advertising in the mass media would be wasteful as the number of customers is far too small, and it would be ineffective as the customer will not make a decision to buy such an expensive product based on a little information provided in an advertisement.
But an inexpensive product bought by the mass market can be advertised in the mass media.Even the nitty-gritty of a chosen promotional tool should enhance the marketing mix.
A customer does not buy a product unless he has formed certain expectations about the product. But if a product is hyped, though customer expectations are raised, he will be disappointed when he actually uses the product and does not find it up to his expectations.
Such disappointments engender negative word-of-mouth publicity and may leave a permanent dent in the company’s reputation.4. Place:Place involves decisions concerning distribution channels to be used, the location of outlets, methods of transportation and inventory levels to be held. It will be extremely costly and cumbersome if the manufacturer had to set the entire infrastructure needed, to manage the transfer of goods to the customers. The manufacturer has to manage and structure relationships with these intermediaries in such a way that interests of the manufacturer and intermediaries are served.Distribution channels perform three distinct functions. They transfer products from the manufacturer to the customers, they pass information from the manufacturer to the customers, and they retrieve payment from the customers to the manufacturer.It is possible to segregate these three functions as alternate means of delivering products, passing information and collecting money are developed. In internet marketing, information is provided on the manufacturer’s website, the product is sent from the manufacturer’s store to the customer through courier service, and payment is collected by banks through credit cards.A company should have an open mind while designing its distribution strategy. The three functions have to be performed, but it is not essential that all the three functions are performed by one channel.




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