Utilização das estratégias do composto mercadológico nas indústrias de transformação da cidade de Sousa/PB.

Abstract

The search for organizational excellence and continuous innovation are objectives that every company want to achieve, and the marketing mix is one way that can enable achievement of these goals through its tools. The theoretical framework addresses the importance of using these marketing tools for the proper administration of any company, explaining each of the 4pês marketing (product, price, place and promotion). The aim of this study aims to investigate the use of the strategies of the marketing mix by the processing industries in the city of Sousa-PB. For this a qualitative and inductive research was used in major industries of transformation of the city for the development of this work. Intensively a form was applied in eight of the main industries of the city of distinct branches, which had the support of several businessmen to provide important information for the development of this work, in order to understand the ways used by these companies in their management as products, prices chosen shapes of distributions, promotions, etc. The results were that all companies use the marketing mix in some way in its management, but only the largest actually give more importance to the marketing mix tools and customer satisfaction by offering more aftermarket services. Also showing the absence of studies to measure some important variables on its products.