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domingo, 12 de junho de 2011

Especial Philip Kotler

Conceito de Marketing, Estratégias e Relação dos departamentos de Marketing, Vendas e Operações

Marketing Strategy with Philip Kotler at the London Business Forum

Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world's fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker. Not bad for a man born in 1931 - a child of the Great Depression, now 77 years of age.

The London Business Forum gave him a two-hour slot at Waterloo's iMax theatre. Even so, his agenda was ambitious. Kotler wanted to tell the story of marketing from its point of formalisation about 80 years ago to the present day. He wanted to discuss how the relationship between companies and their customers has changed. He wanted to survey the latest thinking on branding. And, finally, he wanted to give us his own advice on how to make the new marketing paradigm work in our own organisations...

Philip Kotler

Philip Kotler em uma entrevista sobre como as empresas podem criar o seu próprio marketing.

UFC 131 Post-Fight Press Conference

Hear what Dana and the fighters have to say after an amazing night of fight in Vancouver

Ford, Toyota Rev Up Fleet Management with Advanced IT

Ford Motor Company has beefed up its fleet management software to give customers more information, quickly, on how their vehicles are performing, with a focus on fuel efficiency.
Ford's Crew Chief system now runs on location-based software from telematics company Telogis, allowing customers to track vehicles, receive real-time alerts and analyze driving behaviors that can affect fuel use, safety and vehicle maintenance.
Telematics is the fusion of telecommunications and information technology in vehicles; the latter two are key aspects, along with energy and buildings, of the combination of technologies we've dubbed VERGE
The Crew Chief system consists of devices that are connected to fleet vehicles and provide real-time location, performance and diagnostic information that can be accessed through a web-based application.
Fleet managers can see where vehicles are, how fast they're going, if they're idling or if they start or stop too fast. Crew Chief also relays vehicle fuel efficiency as well as information on tire pressure, oil life, airbag status and seatbelt use through real-time alerts. All in all, Ford estimates the software can help fleets improve their fuel efficiency by up to 20 percent.
The system can be ordered on new Ford pickups and Transit Connect vans, and also installed on select older vehicles. The Crew Chief device mounts under vehicle dashboards and starts up with the car.
While Ford's fleet management software fuses vehicles with IT, a new partnership between Microsoft and Toyota also brings energy, and a little bit of buildings, into the mix.
The two companies will invest $12 million in Toyota subsidiary Toyota Media Services and develop telematics services that will be available for electric and plug-in hybrid vehicles in 2012. "You have to shoot ahead of what the customers think they're interested in today," said Microsoft CEO Steve Ballmer in webcast announcing the partnership, explaining the choice to focus just on electric and hybrid vehicles initially.
Customers will be able to monitor and control their vehicles in a number of ways — voice recognition, in-car GPS console, smart phones, computers — to do things like change heating and air conditioning, check battery level and find nearby charging stations. The system also has the potential, when hooked up the smart grid, to let customers choose to charge when energy demand is low, or even connect to appliances, heating and lighting within homes.
The telematics services will use Windows Azure platform, which allows companies to build and host applications in the cloud through Microsoft data centers. Toyota's eventual plan is have a global cloud platform set up by 2015 for all of its customers.
"The cloud enables a new speed of application development, a new scalability to more countries, more markets...but it also enable a new kind of application," Ballmer said, "If you really want to bring data from the power grid and from the car together and put it in a way that is easy for the act upon, assembling it someplace behind Toyota's walls...or behind Microsoft's walls, should enable not only faster, better, and lower cost applications, but better consumer experience."
"As we enter the smart grid era," said Toyota president Akio Toyoda, "I am confident that through our partnership we will improve our products' contribution to sustainable mobility in which we can meet the travel needs of our customers and support a good economy while maintaining safety and preserving the environment."

HOW TO: Use Social Media for Recruiting

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.
Finding the right candidate for a job is like finding a new apartment: timing, finances and quality all have to align just right. And somehow, the pool of options always seems to feel both prohibitively large and prohibitively limited at the same time.
So, in both types of searches, online tools have become invaluable. But while tweeting out a call for a good real estate agent is fairly straightforward, using social media for recruiting has nuances that, if overlooked, can render the process far less useful. Here are a few key pointers from experts in the field to remember when getting started.

1. Start Early

Simply tweeting out a link to a job posting might get you some viable candidates, but to really make sure you’re reaching your target audience, it’s important to cultivate your personality as an employer early on. “Social recruiting is about getting engaged and having conversations with people before they’re even thinking about you as an employer,” says Bruce Morton, CMO of Allegis Group Services, a company that provides human resources consulting. Morton also suggests that recruiters could “learn a lot from the consumer industry” in terms of marketing. In that analogy, your company is your brand, and the available job is just one of many products you have to offer. Keep that in mind when cultivating a social media presence for your brand that will eventually allow you to incorporate job announcements.

2. Know Your Audience

These days, it’s the rare holdout who has avoided creating a Facebook profile. But just because potential candidates have a presence on a given social network doesn’t mean that it’s the right site to use when targeting them. Debbie Fischer, human resources manager for advertising agency Campbell Mithun, found resounding success by using Twitter as a recruiting tool for summer interns. But, she cautioned that “you have to think about the types of roles you’re recruiting for,” because while college students can be open about their job hunt, more seasoned professionals may not feel comfortable publicly sharing that they are considering a career move. For those types of roles, Morton says that LinkedIn can be a good place to start, because, as he puts it, “what LinkedIn has done is given people the permission to put their resume online,” without fear of repercussions from current employers.

3. Get Creative

When you make the foray into social recruiting, you are entering a space in which both passive and active job seekers are already receiving a massive amount of information on a daily basis. So, to get the best results, your message has to stand out enough to make people take note. Additionally, presenting your job openings in a creative way allows companies to show more about their personalities as organizations, which in turn helps potential candidates get a feel for whether or not the culture is likely to be a good fit.
This year, Campbell Mithun hired for their “Lucky 13” internship program through a process that required those interested to apply by submitting 13 tweets over 13 days. Due to its novel use of social media, the campaign garnered press from national outlets like, as well as Mashable. Even a straightforward job description can spread like wildfire on social networks if it’s written in a way that sparks discussion, like this announcement from a Florida newspaper that readers found refreshing for its candid and witty tone. And if you have more resources, you might consider creating a short video, as corporations like Facebook have done, to present your material in a more engaging manner. Morton says that when seeking Generation Y talent, recruiters can’t assume that candidates will read a page of text, “but they’ll watch a video.”

4. Be Open in Return

Finding candidates through social channels means you’ll be asking them to share information with you via possibly public means. For the process to work, employers need to be willing to share information as well (while, of course, carefully and closely guarding any personal information they might have about their applicants). Morton says some employers express staunch resistance to putting jobs on Twitter, when in fact, the listings in question are all on Twitter through unofficial channels anyway. For Campbell Mithun, the finishing touch of a successful social media-driven hiring process was getting to showcase the talented, web-savvy young people they had selected. Kristine Olson, the agency’s Director of Corporate Communications, had a communications strategy in place that was designed, fittingly, to use social media channels to share the results of the campaign, noting that the HR team “had to be really open to allow us to publicize who we were hiring.”

Cartel do petróleo à beira da cisão A reunião da OPEP de 8 de junho não conseguiu chegar a um acordo para aumentar a produção de barris de petróleo. Formaram-se dois blocos. Produção do cartel não chegará para a procura este ano

A Organização dos Países Produtores de Petróleo (OPEP) arrisca uma cisão, segundo alguns analistas do mercado petrolífero. "Foi uma das piores reuniões que já tivemos", exclamou o ministro dos petróleos da Arábia Saudita Ali al-Naimi, considerado o mais poderoso ministro do crude, à saída da cimeira do cartel em Viena na passada quarta-feira (8 de junho).
A reunião durou cinco horas em que se formaram dois blocos. De um lado a Arábia Saudita (o maior exportador mundial) que pretendia um aumento de 1,5 milhões de barris por dia na produção do cartel, apoiada pelo Koweit, o Qatar e os Emiratos Árabes Unidos - seus vizinhos próximos -, e do outro, abertamente contra, a Argélia, Equador, Venezuela, Irão, Iraque e Líbia (em guerra civil), segundo declarações de Ali al-Naimi. Não foi feita referência à Nigéria (o 6º maior exportador de crude).

Obstinada oposição

Ali al-Naimi foi muito explícito sobre a divisão interna: "Passei três horas a tentar convencê-los [da necessidade do aumento da produção]. Nos meus 16 anos como ministro dos petróleos nunca vi uma posição tão obstinada [de oposição]".
O secretário-geral do cartel, o líbio Abdulá Salem el-Badri, anunciou, no final da cimeira, que "infelizmente não foi possível alcançar um consenso para aumentar a produção" e referiu que o assunto voltará a ser analisado na próxima reunião se realizará em 14 de dezembro.
A pressão para o aumento da produção do cartel deriva do facto da China se ter tornado em 2010 o maior consumidor de energia, ultrapassando os Estados Unidos, sendo agora a referência mundial. Acresce que o risco de apagões na China durante o verão irá obrigar Beijing a aumentar o uso dos geradores a diesel, o que pressionará o consumo de petróleo.

A grande dicotomia no mundo 

A economia mundial tem vindo a assistir a um acentuar da dicotomia entre os países membros da OCDE (considerados desenvolvidos) e as economias emergentes. A assimetria na taxa de crescimento económico é agora evidente entre os dois mundos. O aumento do fosso entre a produção e o consumo mundiais de petróleo influencia naturalmente o disparo dos preços, potenciando ainda mais a sua volatilidade provocada pela especulação financeira, como aumenta os riscos geopolíticos de disputa pelas zonas produtoras ou com reservas.
A Arábia Saudita pretendia aumentar a produção do cartel em 1,5 milhões de barris por dia, passando dos 28,8 milhões registados em abril para 30,3 milhões. A procura para os crudes da OPEP situar-se-á em média nos 29,9 milhões em 2011, segundo o Monthly Oil Market Report da OPEP deste mês.
Em virtude do impasse em Viena, Riade afirmou ir aumentar unilateralmente pelo menos 500 mil barris por dia e o jornal al-Hayat afirmou que o reino poderá atingir os 10 milhões de barris diários em julho. Mas essa subida não se traduzirá necessariamente num aumento da produção de petróleo saudita nesse número de barris, e muito menos na exportação. Segundo a Reuters, só metade desse aumento na realidade será destinado à produção de petróleo, pois a outra metade será consumida pelas centrais elétricas a diesel em virtude do disparo do consumo de energia nesta época de picos de calor na península arábica.
A produção mundial, desde o rebentar do conflito na Líbia, baixou 1,7 milhões de barris por dia, em que 82% dessa quebra se atribui à guerra civil naquele país do Magrebe. O petróleo líbio é difícil de substituir dado ser de uma variedade de alta qualidade, afirma Rembrandt Koppelaar, editor do The Oil Drum. Em contraste, a procura mundial deverá crescer 1,4 milhões de barris por dia (mbd), um aumento, no entanto, inferior ao de 2010 (que foi de 2,1 mbd).

Quem poderá beneficiar 

O cartel agrupa 12 membros - Arábia Saudita, Argélia, Angola, Equador, Emiratos Árabes Unidos, Irão, Iraque, Koweit, Líbia, Nigéria, Qatar e Venezuela. Detém quase 80% das reservas mundiais do ouro negro e dominam mais de 40% da produção mundial. Nos 10 maiores exportadores do mundo ocupam 6 posições (Arábia Saudita, que lidera, Irão, Koweit, Nigéria, Venezuela e Iraque). Apesar de a Rússia ser o maior produtor mundial (com mais de 10 milhões de barris diários), a Arábia Saudita é o maior exportador (com cerca de 9 milhões de barris por dia).
Um enfraquecimento da OPEP, ou eventual cisão nesta organização criada em Bagdade em 1960, poderá beneficiar o poder do maior produtor do mundo e segundo maior exportador, a Rússia.
A OPEP usa um preço médio para o barril de petróleo com base num cabaz de 7 variedades de crude ("Blend do Saara" da Argélia, "Minas" da Indonésia, "Bonny Light" da Nigéria, "Arab Light" da Arábia Saudita, "Fateh" do Dubai, "Tia Juana Light" da Venezuela, e "Istmo" do México, um país que não pertence ao cartel, mas que é o 7º produtor mundial). Este preço subiu de uma média de 74,45 dólares em 2010 para 106,55 dólares em 2011 até à data. Na última semana, em que decorreu a cimeira de Viena, este preço médio subiu de 110,52 dólares para 111,53 dólares.
Este preço do cabaz da OPEP é mais baixo do que o preço do barril de Brent, usado como referência na Europa. O Brent fechou a semana em baixa com um valor de 118,78 dólares por barril, mas subiu 2,5% durante a semana e 49,5% nos últimos doze meses, segundo dados da TradingEconomics.
Os 10 maiores produtores mundiais são os seguintes: Rússia, Arábia Saudita, Estados Unidos, Irão, China, Canadá, México, Emiratos Árabes Unidos, Brasil e Koweit. Os 10 maiores exportadores são: Arábia Saudita, Rússia, Estados Unidos, Irão, Koweit, Nigéria, Venezuela, Noruega, Canadá e Iraque.

UFC 131 Results

Click below for UFC 131 main card results from Vancouver...
VANCOUVER, BC, June 11 - He has dropped an astounding four weight classes in his pro career. On Saturday he was taunted by chants insulting his Boston heritage and hit the deck from a punch in round one. But in the face of all that adversity, Kenny Florian dug deep and somehow escaped with a win over highly-ranked featherweight Diego Nunes in the UFC 131 co-main event at Rogers Arena Saturday night.See post-fight interview

Judges scored it 29-28, 29-28 and 30-27 for the Bostonian, who used takedowns and a well-rounded standup attack to hold off one of UFC featherweight kingpin Jose Aldo’s teammates.

“That was the hardest thing I’ve ever done in my life,” “Kenflo” said afterwards inside the Octagon to a chorus of boos. “Vancouver, despite the Bruins, thank you, I love you.”

Florian, a two-time contender for the UFC lightweight crown who was competing at 145 pounds for the first time in his career, actually seemed to get stronger and more determined midway through the fight whereas Nunes visibly slowed down just a tad.

The ever-dangerous Nunes bled profusely behind his ear and constantly threatened Florian with spinning backfists, high kicks and punching combinations. Twice he took Florian down and he even nailed Florian in the final 10 seconds of the fight and caused him to briefly drop to a knee before popping to his feet.

“I want to make a run for that belt,” a relieved Florian said. “Diego Nunes is going to be a future champion. He’s as tough as they come.”

Demian Maia vs. Mark Munoz

In a battle of top 10 middleweights, Mark Munoz survived a potent right hand that wobbled him to nudge by former title challenger Demian Maia. Maia, a former world champion Brazilian jiu-jitsu black belt, showed much improved standup, but Munoz stepped up his game with takedowns in the second and third rounds – as well as holding his own in the standup department and popping Maia with shots that forced the Brazilian to retreat at times. Munoz was particularly effective with ground and pound in the second round after stuffing Maia’s takedowns and making him pay with heavy leather to the hips, legs and body. See post-fight interview

Round three was a coin-toss, with Munoz – a former NCAA Division wrestling champ – scoring a takedown, but Maia threatening with a choke. The standup was back and forth in a very close round.

The judges saw it 29-28, 29-28 and 30-27 for Munoz.

“He caught me in that first round, I was like ‘Wooaahh,’” Munoz said. “I was doing that stanky leg. Man, he landed a good punch in that first round.”

John-Olav Einemo vs. Dave Herman 

Dave Herman and John-Olav Einemo let it all hang loose in a back-and-forth eight-minute war that became frontrunner for Fight of the Night. A former Abu Dhabi World Champion grappler who is feared for his ground game, Einemo succeeded at taking Herman down early but was unable to hold him there. Einemo, who trains with Strikeforce heavyweights Alistair Overeem and Sergei Kharitanov, seemed comfortable from that point on to engage Herman in a slugfest – despite Herman’s 14 wins via TKO. Einemo found a home early for his straight right hand and Herman, a 6’5” specimen who bears a striking facial resemblance to Super Bowl winning quarterback Peyton Manning, countered with leg kicks. See post-fight interview

The action intensified in the second round with more straight right hands from Einemo and a feisty and resilient Herman answering with a leg kick that floored the towering Norwegian. The suspense thickened when Einemo cracked “Pee Wee” Herman with a hard knee to the face and followed it up with a right hand for good measure. A bloodied and smiling Herman, who replaced Shane Carwin in this matchup and was making his UFC debut along with Einemo, responded with a furious knee of his own to Einemo’s grill and a hard left hand. It was topsy-turvy fireworks the rest of the way, with fans wondering who would crumble first. Two knees by Herman to Einemo’s chin produced the answer. Einemo fell to the canvas and Herman chased him there and rained down punches until the referee halted the action at 3 minutes 19 seconds of round two.

It was Herman’s 21st win in 23 fights. Both men were awarded Fight of the Night bonuses for their crowd-pleasing war.

Donald Cerrone vs. Vagner Rocha

It’s a safe bet that Vagner Rocha will be walking with a limp Sunday morning. Donald Cerrone is the reason why. “Cowboy” repeatedly stuffed the submission artist’s takedown attempts and punished Rocha’s lead leg for three rounds en route to a commanding unanimous decision win. On occasion, Cerrone tagged Rocha with punching combinations, but opted to play it safe with dozens of low kicks that left Rocha gimpy late in the fight and even switching stances for relief. Late in the third round, with Rocha slowed and hobbled, Cerrone amped up the assault on Rocha’s chin and floored the Brazilian. The lanky Coloradan, known for his Fight of the Night worthy performances, conceded afterward that he opted to be conservative against a very dangerous BJJ black belt. See post-fight interview