Estratégias de marketing em serviços funerários na cidade de Sousa-PB.

Abstract

The study of marketing represents an area of paramount importance in any type of business. Developing marketing strategies for internal and external customers can be a source of competitive advantage. In this context, the present work aims to investigate the marketing strategies used by funeral companies in the city of Sousa – PB. For this, a qualitative and descriptive methodology was adopted, through which data were collected through a structured interview with the five existing companies of the sector in the city under study. The main results of the research show that to a greater or lesser degree, companies use the marketing compound to outline their marketing strategies. The elements of service marketing most observed by the funeral industry are: quality product; Clients satisfaction; Competitive price and concern with the physical evidence. This work contributes to the development of researches in the marketing area of funeral services, since the researches in this theme are quite scarce.