Aplicações do composto mercadológico em empresas de pequeno porte do setor varejista em confecções: um estudo na cidade de Pombal-PB.

Abstract

The marketing mix used in a right way can be a competitive differential for all sized companies, additionally it can to contribute on companies insertion in contexts that require structural and strategic changes. This study aim to identify how the smallsized companies of retails markets of clothing from the city of Pombal-PB use the marketing mix considering the strategies aimed to their external and internal customers. For the present investigation it was performed a fieldwork and descriptive study using the inductive method. The data collection technique was a form through interviews with the company owners. The main results shows that the entrepreneurs from the researched sector partially agree with the benefits of marketing use, although they agree that the marketing is important to achieve the desires and needs of customers; the internal customers most important are the employees; the most important benefits of products is the quality; the most companies consider that the price of their products is suitable; the products distribution is made by one single shop in most of the companies interviewed and the communication with the external customers occurs by radio advertising in the most of companies.