Composto de marketing: um estudo multicaso entre empresas do setor de restaurantes de Campina Grande - PB.

Abstract

The current business context of intense competition in all markets imposes a high necessity of practice marketing by the companies. However, some organizations, especially the micro and small enterprises, not discovered the marketing power yet, including companies in the industry of restaurants in Campina Grande City, which the most part, are of small size. Given the foregoing, it should investigate the industry of restaurants in Campina Grande, regarding the practice of marketing activities of the compound. Thus, the general objective of this work is up to examine the industry of restaurants in Campina Grande – PB, from the perspective of two companies, based on the activities of the Marketing Compound, Product, price, Location and Promotion. The method adopted had exploratory and descriptive characteristics, and in it’s out line, also a literature and multicase research. Data were collected through interviews with managers of companies, and examined on a qualitative way. In general, the main conclusions of this study suggest that the restaurants do the activities of the Marketing Compound, more deeply into specific tools of this mix.