Título: | GUARANTEEING THE STRATEGIC FIT OF TRADE MARKETING: FOCUSING FIRMS IN THE CONSUMER GOODS MARKET | ||||||||||||||||||||||||||||||||||||
Autor: |
NIVALDO DE BARROS E SILVA NETO |
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Colaborador(es): |
TERESIA DIANA LEWE VAN ADUARD DE MACEDO SOARES - Orientador |
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Catalogação: | 24/JUL/2009 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=13926&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=13926&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.13926 | ||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||
Competition in the non-durable consumer goods market has been growing
apace in recent years, and companies that operate in this segment have been
finding it increasingly difficult to differentiate their products from those of their
competitors. The new competitive scenario has made industries realize the
importance of customers who distribute their products to the final consumer,
whether they be retailers (supermarkets, drugstores, convenience stores) or
wholesalers and distributors. Having a good commercial relationship with these
elements of the production chain now constitutes a major competitive differential
for industries in the mass consumer goods market. Operational strategies at points
of sale - where product purchases effectively occur - have become particularly
important. In order to fulfill these new market needs, firms have also been obliged
to modify their organizational structures. These changes have led to the
appearance of a new area in organizations, known as TRADE MARKETING.
Trade Marketing’s aim is to unify strategies developed by marketing areas and
effectively implement them at points of sale. These strategies are implemented by
sales areas and the latter do not always agree with strategies proposed by
marketing areas, as they are not aligned with customer expectations. Trade
Marketing’s function is to bring sales and marketing areas closer together. Despite
this new area’s growing strategic importance, there are few scientific studies
devoted to this theme. The present research sought to identify the factors that
facilitate or hinder the Trade Marketing area’s strategic fit. Using Macedo Soares’
(2001) Generic Integrative model for strategic analysis, the author performed a
survey of executives of the sector in order to discover a list of attributes that
assure the strategic fit of their companies’ Trade Marketing areas.
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