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Cinema}\i0 \par\
pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li786\ri0\sl-320\slmult0 \fs22\
cf0\f0\charscalex100\b \i {2) Explique as caractersticas de intangibilidade,
inseparabilidade (ou simultaneidade), }\b0 \i0 \par\pard\li786\ri0\sl-280\sl
mult0 \fs22\cf0\f0\charscalex100\b \i {perecibilidade e}\b0 \i0 { }\fs24\cf0\f0\
charscalex100\b \i {heterogeneidade. }\b0 \i0 \par\pard\li786\ri0\sl-240\slmult
0 \fs22\cf0\f0\charscalex100\b \i {Resumo: }\b0 \i0 \par\pard\li786\ri0\sl-266\s

lmult0 \fs22\cf0\f0\charscalex100\b {Intagibilidade}\b0 \fs20\cf0\f1\charscalex1


00 { (No visvel) }\par\pard\li786\ri0\sl-240\slmult0 \fs22\cf0\f0\charscalex100\b
{Heterogeneidade}\b0 \fs20\cf0\f1\charscalex100 { (Ocorre sempre da mesma forma)
}\par\pard\li786\ri0\sl-253\slmult0 \fs22\cf0\f0\charscalex100\b {Inseparabilid
ade}\b0 \fs20\cf0\f1\charscalex100 { (Consumo no pode separar da produo) }\par\pard
\li786\ri0\sl-253\slmult0 \fs22\cf0\f0\charscalex100\b {Perecebilidade }\b0 \fs2
2\cf0\f1\charscalex100 {(No usou, perdeu) }\par\pard\li1133\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li1133\ri0\sl-293\slmult0 \fs18\cf0\f0\charscalex100\b \i {Inta
ngibilidade}\b0 \i0 \fs18\cf0\f0\charscalex100\i { - no possuem corpo fsico. Como
intangveis, no podem ser tocados, experimentados, }\i0 \par\pard\li1133\ri0\sl-253
\slmult0 \fs18\cf0\f0\charscalex100\i {sentidos, cheirados. Por isso, quando
os profissionais de marketing vendem servios profissionais, }\i0 \par\par
d\li1133\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\i {procuram tornar a sua
oferta o mais tangvel possvel, a fim de facilitar a avaliao dos compradores. }\i0 \
par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-293\slmult0
\fs22\cf0\f0\charscalex100\b \i {Inseparabilidade}\b0 \i0 \fs18\cf0\f0\charscale
x100\i { - o consumo simultneo produo. Como todos os servios so um ato
aes, }\i0 \par\pard\li1133\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100\i {dese
mpenho, eles dependem de um agente provedor, que pode ser mquinas ou
pessoas. As pessoas }\i0 \par\pard\li1133\ri0\sl-253\slmult0 \fs20\cf0\f0\char
scalex100\i {consomem benefcios como resultado da interao com estes provedores. }\
i0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-293\slmu
lt0 \fs22\cf0\f0\charscalex100\b \i {Heterogeneidade}\b0 \i0 \fs18\cf0\f0\charsc
alex100\i { - no h dois fornecimentos iguais, so variveis e dificilmente
mantm a mesma }\i0 \par\pard\li1133\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex1
00\i {qualidade com o passar do tempo. Outro ponto a considerar o da diferena
pessoal. Nos indivduos }\i0 \par\pard\li1133\ri0\sl-253\slmult0 \fs16\cf0\f0\cha
rscalex100\i {diferem entre si e por isso possvel encontrar diferenas na
qualidade entre funcionrios de uma }\i0 \par\pard\li1133\ri0\sl-253\slmult0
\fs20\cf0\f0\charscalex100\i {mesma organizao. Este aspecto dificulta a formao da i
magem de uma empresa. }\i0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1133\ri0\sl-293\slmult0 \fs22\cf0\f0\charscalex100\b {Perecibilidade}\b0 \f
s20\cf0\f1\charscalex100 { - no podem ser estocados. Como a prestao de se
rvios ocorre na presena dos }\par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f1\c
harscalex100 {clientes, a capacidade no usada desperdiada.}\par\pard\li786\ri0\sl213\slmult0 \fs18\cf0\par\pard\li786\ri0\sl-320\slmult0 \fs22\cf0\f0\charscalex1
00\b \i {3) Porque os eventos podem ser um instrumento valioso de comu
nicao para as empresas de }\b0 \i0 \par\pard\li786\ri0\sl-266\slmult0 \fs24\cf
0\f0\charscalex100\b \i {servios?}\b0 \i0 { }\fs22\cf0\f0\charscalex100\i {Aprese
nte dois exemplos de empresas de servios que tenham ou possam utilizar o evento c
omo }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\charscalex100\i {instru
mento de comunicao e promoo. }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs18\cf0\f0\ch
arscalex100\i {Nordeste Segurana eletrnica. Banco, consultoria. Torna o servio tang
ivel}\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li786\ri0\sl-320\
slmult0 \fs22\cf0\f0\charscalex100\b \i {4) Explique a importncia da qualidade pa
ra as empresas.}\b0 \i0 \par\pard\li786\ri0\sl-240\slmult0 \fs22\cf0\f0\charscal
ex100\i { No ha nada melhor do que se diferenciar pela qualidade desde que no tenh
a no mercado empresas que }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\c
harscalex100\i {oferea a mesma qualidade. Assim consegue mantem um bom relacionam
ento com o cliente a longo prazo.}\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li786\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100\b \i {5) Fale so
bre qualidade real e qualidade percebida e exemplifique com dois casos. }\b0 \i0
\par\pard\li786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\i { Qualidade rea
l Aquela que realmente onde um profissional qualificado exerce o servio. }\i0 \pa
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3\margtsxn666\margbsxn400\pard\li786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex1
00\i {Qualidade percebida \uc1\u8211X Onde o que realmente interessa a percebida
pelo cliente. }\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li786\
ri0\sl-320\slmult0 \fs22\cf0\f0\charscalex100\b \i {6) O que difere satisfao, enca
ntamento e insatisfao? }\b0 \i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\c
harscalex100\i {Satisfao \uc1\u8211X So as necessidades cliente realizadas. }\i0 \p
ar\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\charscalex100\i {Encantamento \uc1
\u8211X So promessas feitas pelo prestador de servio, gerar um encantamento ao cli
ente. }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\i {Insa
tisfao \uc1\u8211X So promessas feitas pelo prestador de servios, cujo cliente
caba criando uma expectativa }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs22\cf0
\f0\charscalex100\i {no satisfeita}\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li786\ri0\sl-320\slmult0 \fs22\cf0\f0\charscalex100\b \i {7) De que
forma(s) podemos diferenciar os servios e determinar sua qualidade? }\b0 \i0 \par
\pard\li786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\i {Toda prestao de servio
s pode ser diferenciada atravs de um dos \uc1\u8220XPs\uc1\u8221X. O profissional
poder diferenciar }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs18\cf0\f0\charscale
x100\i {seus servios com as pessoas, com os processos, com os procedimentos ou me
smo com o perfil. No entanto, }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs16\cf0\
f0\charscalex100\i {no setor de servios no h nada melhor do que diferenci
ar-se pela qualidade. A qualidade do servio }\i0 \par\pard\li786\ri0\sl-253
\slmult0 \fs16\cf0\f0\charscalex100\i {essencial, o bsico de uma oferta, po
de se tornar uma diferena desde que no mercado no se encontre }\i0 \par
\pard\li786\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\i {servio prestado de f
orma satisfatria. No setor de servios, investir no crescimento profissional pode f

azer }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs16\cf0\f0\charscalex100\i {a di


ferena. Os servios bem feitos geram satisfao aos clientes atendidos, que
voltam a comprar ou }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\char
scalex100\i {indicam outros clientes de seu relacionamento. Com isso, aumenta a
demanda e os lucros tambm. }\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li786\ri0\sl-320\slmult0 \fs24\cf0\f0\charscalex100\b \i {8) Cite trs exemp
los de servios de baixo contato e trs exemplos de servios de alto contato}\b0 \i0 \
par\pard\li1133\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b \i {BAIXO CONTAT
O: }\b0 \i0 \par\pard\li1133\ri0\sl-240\slmult0 \*\tx1466\fs22\cf0\f0\charscale
x100\i {1.}\i0 \tab \fs18\cf0\f0\charscalex100\i {Caixa Eletrnico }\i0 \par\pard\
li1133\ri0\sl-253\slmult0 \*\tx1466\fs22\cf0\f0\charscalex100\i {2.}\i0 \tab \fs
22\cf0\f0\charscalex100\i {Seguro de Auto }\i0 \par\pard\li1133\ri0\sl-253\slmul
t0 \*\tx1466\fs22\cf0\f0\charscalex100\i {3.}\i0 \tab \fs22\cf0\f0\charscalex100
\i {Home Banking }\i0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
133\ri0\sl-293\slmult0 \fs18\cf0\f0\charscalex100\b \i {ALTO CONTATO: }\b0 \i0
\par\pard\li1133\ri0\sl-253\slmult0 \*\tx1466\fs22\cf0\f0\charscalex100\i {1.}\
i0 \tab \fs22\cf0\f0\charscalex100\i {Empresa de nibus }\i0 \par\pard\li1133\ri0\
sl-253\slmult0 \*\tx1466\fs22\cf0\f0\charscalex100\i {2.}\i0 \tab \fs22\cf0\f0\c
harscalex100\i {Lanchonete }\i0 \par\pard\li1133\ri0\sl-253\slmult0 \*\tx1466\fs
22\cf0\f0\charscalex100\i {3.}\i0 \tab \fs22\cf0\f0\charscalex100\i {Salo de Bele
za }\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li786\ri0\sl-320\s
lmult0 \fs22\cf0\f0\charscalex100\b \i {9) Quais as classificaes de servios? }\b0
\i0 \par\pard\li786\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100\i {Servio indus
trial }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\charscalex100\i {Serv
io consumo }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\charscalex100\i
{Alto e baixo contato}\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li786\ri0\sl-320\slmult0 \fs22\cf0\f0\charscalex100\b \i {10) Qual o objetivo do
Marketing de Servios? }\b0 \i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\c
harscalex100\i {Investir as oportunidades do mercado a fim de oferecer a demanda
de assistncia de servios qualidade e }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs2
0\cf0\f0\charscalex100\i {preos razoveis que satisfaa o cliente e renumerao adequada.
}\i0 \par\pard\li786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li786\ri0\sl-306\slm
ult0 \fs22\cf0\f0\charscalex100\b \i {11) Karl Albrecht destaca sete fatores que
prejudicam o servio. Quais so eles? }\b0 \i0 \par\pard\li786\ri0\sl-253\slmult0 \
fs22\cf0\f0\charscalex100\i {Passeio }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs
18\cf0\f0\charscalex100\i {Livro de regras }\i0 \par\pard\li786\ri0\sl-253\slmul
t0 \fs22\cf0\f0\charscalex100\i {Frieza }\i0 \par\pard\li786\ri0\sl-253\slmult0
\fs22\cf0\f0\charscalex100\i { Apatia }\i0 \par\pard\li786\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li786\ri0\sl-320\slmult0 \fs20\cf0\f0\charscalex100\b \i {12)
Quais os seis critrios que Christian Gronroos, autor do livro Marketing
: gerenciamento e }\b0 \i0 \par\pard\li786\ri0\sl-280\slmult0 \fs22\cf0\f0\cha
rscalex100\b \i {servios, identifica para uma boa qualidade nos servios? }\b0 \i0
\par\pard\li786\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100\i {Profissionalism
o/ Habilidade }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs20\cf0\f0\charscalex100
\i {Reputao / Credibilidade }\i0 \par\pard\li786\ri0\sl-253\slmult0 \fs22\cf0\f0\c
harscalex100\i {Confiana/ comportamento }\i0 \par\pard\li786\ri0\sl-253\slmult0 \
fs18\cf0\f0\charscalex100\i {Facilidade de acesso a credibilidade }\i0 \par\pard
\li786\ri0\sl-253\slmult0 \fs22\cf0\f0\charscalex100\i {Recuperao }\i0}