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Organização de Eventos: importância e o seu impacto no relacionamento com os clientes no mercado B2B
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Este trabalho apresenta as diversas atividades desenvolvidas no decorrer do estágio
curricular realizado na Verallia Portugal, assim como, uma análise critica das mesmas e
sugestões de melhoria.
Numa perspetiva teórica, este trabalho analisa a importância da organização de eventos e o
impacto no relacionamento com os clientes no mercado B2B. Atualmente, a organização e
gestão de eventos é uma área que faz parte do dia-a-dia e do funcionamento das
organizações, e, portanto, é fundamental para as mesmas. Uma boa comunicação
institucional é essencial para o estabelecimento de relações de qualidade entre uma
instituição e a comunidade, e na sua vertente interna permite um crescimento interno, bem
como as boas relações entre os colaboradores.
Na Verallia Portugal, a organização de eventos é encarada como uma ferramenta essencial
de comunicação. O processo de planeamento envolve diferentes etapas, desde a definição de
objetivos, escolha dos locais/ fornecedores, até à avaliação do retorno obtido. Os outputs dos
eventos na Verallia vão além de satisfazer e fidelizar clientes, mas também pelo reforço da
notoriedade da marca, por exemplo, com a participação em feiras dos diversos mercados, o
que permitem criar contacto com clientes e potenciais clientes.
This work presents the various activities developed during the curricular internship held at Verallia Portugal, as well as a critical analysis of them and suggestions for improvement. From a theoretical perspective, this work analises the importance of organizing events and the impact on customer relationships in the B2B market. Currently, the organization and management of events is an area that is part of the day-to-day operation of organizations, and therefore fundamental for them. A good institutional communication is essential for the establishment of quality relations between an institution and the community, and in its internal aspect allows internal growth, as well as good relationships among employees. At Verallia Portugal, the organization of events is seen as an essential communication tool. The planning process involves different stages, from setting objectives, choosing locations/ suppliers, to evaluating the return obtained. The outputs of events in Verallia go beyond satisfying and retaining customers, but also by strengthening brand awareness, for example, with participation in fairs from various markets, which allow creating contact with customers and potential customers.
This work presents the various activities developed during the curricular internship held at Verallia Portugal, as well as a critical analysis of them and suggestions for improvement. From a theoretical perspective, this work analises the importance of organizing events and the impact on customer relationships in the B2B market. Currently, the organization and management of events is an area that is part of the day-to-day operation of organizations, and therefore fundamental for them. A good institutional communication is essential for the establishment of quality relations between an institution and the community, and in its internal aspect allows internal growth, as well as good relationships among employees. At Verallia Portugal, the organization of events is seen as an essential communication tool. The planning process involves different stages, from setting objectives, choosing locations/ suppliers, to evaluating the return obtained. The outputs of events in Verallia go beyond satisfying and retaining customers, but also by strengthening brand awareness, for example, with participation in fairs from various markets, which allow creating contact with customers and potential customers.
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Comunicação de marketing Mercado B2B Organização de eventos Verallia Portugal