Projeto de Pequisa_ Ações de Marketing para o Terceiro Setor

8/2/2019 Projeto de Pequisa_ Aes de Marketing para o Terceiro Setor

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FTICQNIt{yh gd Cgonlnyw{ch

Wdoc=CDY GD OC[JDWNL@ LH WD[IDN[H YDWH[

Lvdc @tnoc{dy Cbvdy


2/29

MTYWNFNICWNVC

H Wd{idn{h Ydwh{ yd cq{dydlwc ihoh tocnlwd{dyyclwd vnc qc{c yhindgcgd" q{dywclghcwnvngcgdy {dbdvclwdy lh ytq{ngcy qdbh Dywcgh d

qdbh Od{icgh, Qh{o cnlgc yh `{clgdygdycfnhy dlf{dlwcghy qh{ dywd ydwh{,


3/29

Q[HKBDOC

Cqdyc{ gh qhwdlincb ytidyyh gh tyh gh oc{jdwnl`"cnlgc yh dlihlw{cgcy otnwcy gnfnitbgcgdy qc{c qh{do q{wnic dyyc fd{{codlwc, Q{hkbdocy ihohnlywcknbngcgd fnlclidn{c" ctylinc gd qbcldmcodlwh

d fcbwc gd ihledinodlwh yh cb`tly gdycfnhy stdgdvdo yd{ dlf{dlwcghy qc{c h oc{jdwnl` qhgd{ c`n{ihoh to {dit{yh eknb, Gd cih{gh iho hy fcwhyodlinhlcghy ihoh cy cdy gd oc{jdwnl` gdvdo

yd{ cqbnicgcy gd fh{oc c dlihlw{c{ lhvhy iconlehyqc{c c ytywdlwcknbngcgd d gdydlvhbvnodlwh lhwd{idn{h ydwh{8


4/29

HKMDWNVH @D[CB

Clcbnyc{ cy nlfbtlincy gcy cdy gd Oc{jdwnl`ihoh fcwh{ qc{c c ytywdlwcknbngcgd dgdydlvhbvnodlwh gh Wd{idn{h Ydwh{,


5/29

HKMDWNVH DYQDIFNIH

Ihlidnwtcbn}c{ h Wd{idn{h Ydwh{,

Gnfd{dlinc{ hy ihlidnwhy gd Oc{jdwnl`W{cgninhlcb" Oc{jdwnl` Yhincb d Oc{jdwnl` qc{ch Wd{idn{h Ydwh{,

Ngdlwnfnic{ c noqh{wlinc gcy cdy gdoc{jdwnl` lcy h{`cln}cdy gh Wd{idn{h Ydwh{,

Ngdlwnfnic{ cy q{nlinqcny dyw{cw`ncy gdoc{jdwnl` tycgcy lhy Wd{idn{h Ydwh{ ,


6/29

ODWHGHBH@NC

Gt{clwd whgh h q{hidyyh gd fh{och ghq{hmdwh qd{ocldid{ c q{dhitqch do dywtgc{wdh{nicodlwd cy Cdy gd Oc{jdwnl` lh Wd{idn{h

Ydwh{" cw{cvy gd qdystnyc knkbnh`{fnicgdyi{nwnvc" twnbn}clgh fhlwdy {dfd{dlwdy chWd{idn{h Ydwh{" Oc{jdwnl` d Cgonlnyw{ch,


7/29

[DVNYH GC BNWD[CWT[C

Wd{idn{h Ydwh{= to ihlmtlwh gd h{`cln}cdyyhincny q{nvcgcy" ydo fnly bti{cwnvhy" ihocwtch vhbwcgc ch cwdlgnodlwh gcy

ldidyyngcgdy gd yd`odlwhy gc qhqtbch"vnyclgh h kdo ihoto, %Ihdbeh" ;111.


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http://www.google.com.br/imgres?imgurl=http://www.finalsports.com.br/03/blog_guria/wp-content/uploads/2010/10/greenpeace-logo2.jpg&imgrefurl=http://www.finalsports.com.br/03/blog_guria/?p=2824&usg=__-1b77lO46KMS0QLQTwbcsmoFCa4=&h=322&w=468&sz=17&hl=pt-BR&start=2&sig2=sKJbWCfc9TdgoIpTaFRwyQ&zoom=1&itbs=1&tbnid=Zs2UWlHLLweNWM:&tbnh=88&tbnw=128&prev=/search?q=greenpeace&hl=pt-BR&gbv=2&biw=1003&bih=419&tbm=isch&ei=XkTMTd2xJKbk0gGY5oDQBghttp://www.google.com.br/imgres?imgurl=http://www.greennation.com.br/uploaded/blog/imagens/wwf-brasil.jpg&imgrefurl=http://www.greennation.com.br/pt/dica/52/Equipe-GreenNation/ONGs-Ambientais&usg=__JOqNxpsEOO5hKmeUSwnzy_HgsGw=&h=1655&w=1103&sz=106&hl=pt-BR&start=3&sig2=oaxCXPENL6FQxlpm3b-zng&zoom=1&itbs=1&tbnid=ybe9RZp9zsIhTM:&tbnh=150&tbnw=100&prev=/search?q=wwf&hl=pt-BR&gbv=2&biw=1003&bih=419&tbm=isch&ei=4kPMTarHLcaV0QHCvKXKBghttp://www.google.com.br/imgres?imgurl=http://www.hotfrog.com.br/Uploads/PressReleases2/CONSULTORIA-EM-GESTAO-AMBIENTAL-MARKETING-AMBIENTAL-7241_image.jpg&imgrefurl=http://www.hotfrog.com.br/Empresas/OSCIP-FORMIGA-VERDE/CONSULTORIA-EM-GESTAO-AMBIENTAL-MARKETING-AMBIENTAL-7241&usg=__ULTqlKHYTLXEvkNoS2pN_LNwlkw=&h=170&w=220&sz=8&hl=pt-BR&start=45&sig2=9Clx3Awk-BRgass8PovW9A&zoom=1&itbs=1&tbnid=wIXEm0qHUxkcgM:&tbnh=83&tbnw=107&prev=/search?q=oscip&start=40&hl=pt-BR&sa=N&gbv=2&ndsp=20&biw=1003&bih=419&tbm=isch&ei=IjvMTZmhNsO_gQfjprj6Bw


10/29

Q{nlinqcny ic{ciwd{ywnicy gh WY

Lh `hvd{lcodlwcb:

Q{nvcgcy:

Lh wdo qh{ hkmdwnvh h bti{h: Duidgdlwdy fnlclidn{hy gdvdo yd{ {dnlvdywnghy

nlwd`{cbodlwd lc h{`cln}ch:

W{ckcbeh vhbtlw{nh d lh {dotld{cgh,%Ycbcohl & Clednd{" 3>>0.,


11/29

Q{nlinqcny gdycfnhy gh WY

Q{dinyco gh cqhnh gd cbncghy:

[dit{yhy qc{c ytywdlwcknbngcgd:

Gdqdlglinc ghy ydwh{dy qkbnihy d q{nvcghy: Fcbwc ht ctylinc gd qbclh dyw{cw`nih:

Fcbwc gd ihledinodlwh,


12/29

Oc{jdwnl`

Do {dfd{linc ch oc{jdwnl` vcbd {dyycbwc{ gtcy{dfd{lincy gd Jhwbd{ d C{oyw{hl` %;111(;119.=

Oc{jdwnl` h q{hidyyh qdbh stcb hy nlgnvgthyd `{tqhy hkwo h std ldidyynwco d gdydmcocw{cvy gc i{nch d w{hic gd q{hgtwhy d gd vcbh{tly iho hy htw{hy,


13/29

Oc{jdwnl`

H kho Oc{jdwnl` dyydlincb qc{c h ytidyyh gd

whgc c h{`cln}ch" ydmc dbc `{clgd ht qdstdlc"iho ht ydo fnly bti{cwnvhy" lcinhlcb ht `bhkcb,

Jhwbd{ d C{oyw{hl` %;119.


14/29

Oc{jdwnl` Yhincb

Dunywdo gtcy vd{wdlwdy stclwh ch ihlidnwh gdoc{jdwnl` yhincb " vcbd {dyycbwc{=

Fd{{codlwc std cqbnic hy q{nliqnhy d ihlidnwhygh oc{jdwnl` gd ohgh c i{nc{ d htwh{`c{ ocnh{vcbh{ yhincb q{hqhywc yhincb" `d{clgh ihlgndyqc{c std yd ihlyw{tc to q{hidyyh gd {dfbduh"

qc{wninqch d otgclc yhincb, %Cwtiec cqtgYiencvh.


15/29

Oc{jdwnl` Yhincb

Do {dfd{linc c htw{c vnyh" vcbd inwc{=

Wdo ihoh hkmdwnvh gnvtb`c{ cy cdy yhincny gdtoc doq{dyc gd ohgh std dbc hkwdlec cq{dfd{linc ghy ihlytongh{dy" h {dyqdnwh ghyibndlwdy" c cgon{ch ghy ftlinhl{nhy" cycwnyfch ghy cinhlnywcy d h {dihledinodlwh gc

ihotlngcgd %Odbh Ldwh" ;111.


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http://www.google.com.br/imgres?imgurl=http://np3.brainternp.com.br/upload/amaleblon/MacDiaFeliz_logo.JPG&imgrefurl=http://np3.brainternp.com.br/templates/amaleblon/noticia/noticia.asp?cod_noticia=1616&cod_canal=11&usg=__66wq1Wf-s6Ha6nF7_H0xCUFfIFo=&h=300&w=299&sz=58&hl=pt-BR&start=6&zoom=1&itbs=1&tbnid=BTBurYWNcNafxM:&tbnh=116&tbnw=116&prev=/search?q=mac+dia+feliz&hl=pt-BR&gbv=2&biw=1003&bih=419&tbm=isch&ei=libDTcD_GMK2tgfvyojTBA


18/29

Oc{jdwnl` qc{c h WY

/ Hkmdwnvhy=

Wh{lc{ qkbnic ytcy ngncy"

C{{dicgc{ ftlghy qc{c ydty q{hmdwhy yhincny Wdlwc{ otgc{ ihoqh{wcodlwhy gd qdyyhcygnclwd gd toc ictyc yhincb, %Jhwbd{" 3>05.


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Noqh{wlincy gh Oc{jdwnl` qc{c h WY

Yd`tlgh Cbktstd{std %;116." h otlgh`bhkcbn}cgh qdgd toc noc`do gnfd{dlincgc"qhny lh K{cynb d lh otlgh dunywdo onbec{dy gdh{`cln}cdy gh Wd{idn{h Ydwh{ w{ckcbeclgh dotoc odyoc {dc" h std gh qhlwh gd vnywc ghoc{jdwnl` cy wh{lc ihlih{{dlwdy dlw{d yn,


20/29

Cqbnich gh Oc{jdwnl` lh WY

ldidyy{nh yd`tn{ qcyyhy kynihy ihoh=

Gnc`lywnih gh oci{h d oni{h cokndlwd:

Cbnlecodlwh gc ngdlwngcgd h{`cln}cinhlcb:

Dywtgh gh ihoqhywh gd oc{jdwnl`: Gdfnlnh gd hkmdwnvhy d dyw{cw`ncy:

Gdfnlnh gd to qbclh gd ch :

Gdydlvhbvnodlwh gd ihlw{hbdyd q{hidyyhy,

%Wh{{dy" ;114.
http://www.google.com.br/imgres?imgurl=http://www.arquimagem.com.br/img/banner_assessoria_marketing_interna.jpg&imgrefurl=http://www.arquimagem.com.br/comunicacao_e_marketing/estrategia_marketing_relacionamento.htm&usg=__EVWRjSiRampa_S-zvOElBJWl7To=&h=266&w=368&sz=11&hl=pt-BR&start=17&zoom=1&itbs=1&tbnid=9cdVzTG2MdWhaM:&tbnh=88&tbnw=122&prev=/search?q=estrategias+MARKETING&hl=pt-BR&gbv=2&biw=1003&bih=419&tbm=isch&ei=pRrDTejAJIK6tgeeopjdBA


21/29

Vnyh dyw{cw`nic:

Qbcldmcodlwh gd cwnvngcgdy:

[dbcinhlcodlwhy ocny ihlynywdlwdy: Ihlw{hbd gh q{hidyyh gd ihotlnich:

[cinhlcbn}ch gd {dit{yhy,

Kdldfinhy gh Oc{jdwnl` qc{c h WY


22/29

Ihlw{nktndy gh Oc{jdwnl` qc{c h WY

Vnynknbngcgd gcy cdy:

Ydlynknbn}c{ otgclcy gd ihoqh{wcodlwh:

Cw{cn{ ocny qdyyhcy c fcvh{ gcy ictycy: Gdydlvhbvnodlwh gd toc ytywdlwcknbngcgd

fnlclidn{c,


23/29

Nlyw{todlwhy ihoh fhbgd{y" ynwdy" ldpybdwwd{y" d/ocnby oc{jdwnl`" dvdlwhy" bnv{hy d cw qdystnycygd od{icgh" gdqdlgdlgh gh wcocleh gc

nlywnwtnh yh inwcghy stclgh yd fcbc gdoc{jdwnl` qc{c h Wd{idn{h Ydwh{,

Dyw{cw`ncy gd oc{jdwnl` ocny tycgcy lh WY


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27/29

IHLIBTYH

Cqdyc{ gh qhwdlincb ytidyyh gh tyh gh oc{jdwnl`lh Wd{idn{h Ydwh{" cnlgc yh dlihlw{cgcy otnwcygnfnitbgcgdy qc{c qh{ do q{wnic dyyc fd{{codlwc,

Cy h{`cln}cdy gh wd{idn{h ydwh{ gdvdo ktyic{twnbn}/bc qc{c cwnl`n{ hkmdwnvhy ihoh= ktyic{ lhvhyqc{idn{hy d ghcgh{dy" {di{twc{ vhbtlw{nhy" nlfh{oc{yhk{d h clgcodlwh gcy cwnvngcgdy" ctodlwc{ h

dlvhbvnodlwh ghy kdldfnin{nhy d gd ytcy fcobncy"q{dywc{ ihlwcy yhindgcgd" d cyyno ihbckh{c{ qc{c cytywdlwcknbngcgd gdywd ydwh{,


28/29

[DFD[DLINCB KNKBNH@[FNIH

CBKTSTD[STD" Clwlnh Ic{bhy Ic{ldn{h gd, Wd{idn{h Ydwh{= enyw{nc d

`dywh gd h{`cln}cdy, Yh Qctbh= Ytooty" ;116,

ICLWHL" Clwlnc Oc{nyc, Dvdlwhy= Fd{{codlwc gd ytywdlwch qc{c cyh{`cln}cdy gh wd{idn{h ydwh{, Yh Qctbh=[hic" ;11;,

IHDBEH" Ynohld gd Icyw{h W, Wd{idn{h ydwh{= to dywtgh ihoqc{cgh

dlw{d h K{cynb d hy Dywcghy Tlnghy, Yh Qctbh= Dgnwh{c Ydlci" ;11;, G[TIJD[" Qdwd{ Fd{gnlclg, Cgonlnyw{ch do h{`cln}cdy ydo fnly

bti{cwnvhy= q{nliqnhy d q{wnicy, Yh Qctbh= Qnhldn{c" 3>>0,

ewwq=((wd{idn{h/ydwh{,nlfh(ohy(vndp(HXstd$I9$C>XWd{idn{hXYdwh{XdXGdfnln$I9$C0$I9$K4dy( 2 Cidyyh do 31 gd oc{h gd ;133,

ewwq=((ppp,otlghghoc{jdwnl ,iho,k{(5"37930"oc{jdwnl`/i{dyid/lh/wd{idn{h/ydwh{/d/`d{c/icydy,ewo, 2 Cidyyh do 31 gd oc{h gd ;133,

ewwq=((ppp,hodbeh{ghoc{jdwnl`,iho,k{(nlgdu,qeq(;131(16(13(oc{jdwnl`/d/h/wd{idn{h/ydwh{( 2 Cidyyh do 31 gd oc{h gd ;133,


29/29

ewwq=((ppp,ybngdyec{d,ldw(G{nWh{{dy(h/wd{idn{h/ydwh{/do/onlcy/`d{cny 2 Cidyyh do31 gd oc{h gd ;133,

JHWBD[" Qenbnq & C[OYW[HL@" @c{~, Q{nliqnhy gh oc{jdwnl`, Yh Qctbh= q{dlwnidEcbb" ;119,

JHWBD[" Qenbnq & C[OYW[HL@" @c{~, Nlw{hgth ch oc{jdwnl`, Yh Qctbh= q{dlwnidEcbb" ;111,

JHWBD[" Qenbnq, Oc{jdwnl` qc{c h{`cln}cdy std lh vnyco h bti{h, W{cgth gd E,

gd Kc{{hy, [dvnyh wilnic d q{dfinh dgnh k{cynbdn{c %gd. [tkdly gc Ihywc Yclwhy,Yh Qctbh= Cwbcy" 3>05,

ODBH LDWH" F{clinyih Qctbh gd, Oc{jdwnl` gd qcw{hilnh, [nh gd Mcldn{h= Yq{nlw" ;111,

ODLD@EDWWN" Y~bvnc Khmtl`c, Ihotlnich d Oc{jdwnl`= fc}dlgh c gnfd{dlc lh gnc/c/gnc gd h{`cln}cdy gc yhindgcgd invnb, Yh Qctbh= @bhkcb" ;113 %ihbdh @dywh d

ytywdlwcknbngcgd., YCBCOHL" Bdywd{ & CLEDN[" Edbotw" gnyqhlvdb do=

ewwq=((ppp,ftlgcwc,h{`,k{(C{wn`hy< Cidyyh do= 31 gd oc{h gd ;133,

YIENCVH" Oc{inh [tn}, Ihlidnwh d dvhbth gh oc{jdwnl` yhincb, Yh Qctbh" 3>>>,

VHBWHBNLN" [nic{gh, Wd{idn{h Ydwh{= qbcldmcodlwh d `dywh, Yh Qctbh= Dgnwh{c Ydlci";117,

[DFD[DLINCB KNKBNH@[FNIH

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Projeto de Pequisa_ Ações de Marketing para o Terceiro Setor