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Estatística
Título: GUARANTEEING THE STRATEGIC FIT OF TRADE MARKETING: FOCUSING FIRMS IN THE CONSUMER GOODS MARKET
Autor: NIVALDO DE BARROS E SILVA NETO
Colaborador(es): TERESIA DIANA LEWE VAN ADUARD DE MACEDO SOARES - Orientador
Catalogação: 24/JUL/2009 Língua(s): PORTUGUESE - BRAZIL
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.
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
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.
Descrição: Arquivo:   
COVER, ACKNOWLEDGEMENTS, RESUMO, ABSTRACT, SUMMARY AND LISTS PDF    
CHAPTER 1 PDF    
CHAPTER 2 PDF    
CHAPTER 3 PDF    
CHAPTER 4 PDF    
CHAPTER 5 PDF    
REFERENCES AND ANNEX PDF