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Título: ENTRY STRATEGY FOR THE COMMERCIALIZATION OF BRAZILIAN POPULAR ART IN THE NORTH AMERICAN MARKET: A QUALITATIVE ANALYSIS OF DISTRIBUTION CHANNELS
Autor(es): PATRICIA GERGULL AUGUSTO DA SILVA
Colaborador(es): HELENE BERTRAND - Orientador
Catalogação: 26/ABR/2006 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: SENIOR PROJECT
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/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=8216@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=8216@2
DOI: https://doi.org/10.17771/PUCRio.acad.8216
Resumo:
This research paper seeks to explore and analyze the different possibilities of marketing distribution channels available for the commercialization of Brazilian Popular Art in the Southeastern United States. More specifically, through a research of the Atlanta City market, it raises the possibilities of marketing distribution channels available in the region for a Brazilian wholesaler who wishes to reach the American final consumer. It then gathers relevant information on each different channel in order to analyze and compare options qualitatively. Observations on aspects such as organizational structure and buying behavior, product mix, consumer profile, and perception of the Brazilian product, give support to a selection of the best choices available. The marketing distribution channel theory and analysis is enriched with an approach of the channel´s intermediaries as organizational clients.
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