COSTA, A.T.S.; COSTA, Allan Thierson Silva.
Resumen:
The present study analyzed the marketing practices adopted by Builder Construtora Rocha
Cavalcante LTDA, using as parameter the made up of marketing considered by Kotler (2000).
For such, it was used as research strategy the case study, getting data through documentary
research, direct comment and interviews not structuralized with managers and the company
collaborators. The gotten results allow to conclude that the company presents in its marketing
practices diverse points that deserve special attention, face to the necessity of changes in some
of its strategies when it comes to the analyzed made up of marketing. Concerning to the
product, it was observed that although being detainer of a well appraised mark in the local
market, the company needs to be more flexible with the development of the product from the
Project itself, searching a better interaction between the sales, architecture and engineering
sectors. Concerning to the price, it is essential that the company is intent to the aspects of the
country monetary politics, as to the inflation and the levels of the currency readjustment, in
order to guarantee a better financial planning and commitment with the customer. Related to
the studied aspects concerning the distribution, the company needs to increase salesmen
actions as well as to improve the signaling of the sales point. Finally, the use of the sales tools
is badly presented, because of the management ancient practices that disables the use of
actions hardwired to the current trends of the market.
