MIX DE MARKETING: um estudo da perspectiva do cliente com relação ao comércio de Nova Andradina - MS

Abstract

The present study aimed to verify the customer's perspective concerning some aspects of the marketing mix in the Nova Andradina trade. It is known that companies seek to satisfy their customers and, at the same time, differentiate themselves from competitors, trying not only to conquer them but to maintain a long-term relationship. From this point of view, marketing over the years has undergone numerous adjustments in its performance, which come from changes in the market and in world scenarios that constantly force a new interpretation and adaptation of marketing premises. Based on the results achieved, some points need to be reviewed or improved to increase satisfaction and the process of maintaining relationships with customers. There is dissatisfaction concerning the prices charged for the products and services offered, and dissatisfaction is evident when it comes to aspects related to service and the internal environment of organizations. The results serve as a basis for decision-making and it is up to those responsible for commerce to seek solutions and implement plans that will increase productivity, effectiveness, and satisfaction concerning purchasing actions and procedures, in search of a better relationship, with your customers.