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Intellectual capital? The competitive advantages of this intangible asset Luciano Vitor Segatto So Paulo University – UNIP, So Paulo, SP. Summary In an environment of intense competitiveness, the necessary staff of marketing of much creativity to work a product, in way to take it the consumers and to locate anticipating it the competition. In the companies who apiam the management of the knowledge, the Intellectual Capital has fort influence in the elaboration of the campaigns of Marketing, creating new strategies product to enter it in the marked one and to conquer the consumer. In this article to the diverse ideas and positionings of consecrated authors will be shown, in the attempt to provoke a reflection on this important subject, that nor always is remembered by the organizations. The article is composed in five parts: final introduction, development with theoretical basement, consideraes, bibliographical suggestions for future studies and references. Word-key Marketing; Intellectual capital; Strategy. Introduction Currently, with the wild advance of the technology and the results of the globalization process, the information is a crucial item in the formularization and implementation of a successful strategy of marketing. One of the great challenges for the marketing professionals is to make use of information with precision and to discover new latent markets, that is, a segment discovered, whose demand can be materialize will have placed for sale an adjusted product, therefore in a market of this type the demand is not zero before offers of the product, what it becomes basic the marketing professional to understand until point the competition takes care of the necessities of the consumers. It is perceived that this new reality comes demanding changes of paradigms and concepts in all the marketing areas and the companies search, with this, to adapt its flows of information traditionally, increasing the degree of envolvement of the department of marketing in activities associates to other functional areas.

Before exactly that a company can effectively commercialize the products of them with the consumers, it must understand fully what you want and need that definitive product. However, what it is desired of a product is not the same for all in a market, therefore, real differences between the preferences of products exist. Therefore, the companies must be intent to these details of the differences of desires. After identified potential segments of market, these would have to be analyzed. Diverse forms exist of segmentation, but nor all are effective. The segments need to be: Measurable? It tends to be possible to measure the size, power of purchase, and other characteristics of the segments. The preferences of differences for the products must be identifiable and capable to be measurable.

Substantial – the segments are enough great and/or lucrative Accessible – the segments can be reached and be served with directed programs; You differentiated – the segments are conceptually distinct and differently answer the diverse programs and elements of marketing-mix. Clear differences in the preferences of the consumer for the product must exist. You set in motion – efficient programs can be formulated to attract and to serve the segments. The process to select, to segment, to analyze and to sketch a profile of a potential market for better atingiz it with a made up of customizado marketing is the process of election of the white market. (Penny M. Simpsom, 2001). The process is composed for eight tasks that are interrelated. Below it follows the eight tasks: 1) It identifies the total market; 2) It determines the segmentation necessity; 3) It determines the bases of the segmentation; 4) It traces the profile of each selected segment; 5) It evaluates the potential profitability of each segment and selects segments to direct itself; 6) It selects the positioning strategy; 7) It develops and it implements a made up of adequate marketing; e, 8) Monitors, Evaluates and Has controlled.