SOUSA, H. L. S.; SOUSA, Hemerson Luiz Soares de.
Resumen:
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.
