NÓBREGA, I. G.; http://lattes.cnpq.br/7853059896626743; NÓBREGA, Ingrid Gomes.
Résumé:
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.