GERENCIAMENTO DOS 8PS DO MARKETING DE SERVIÇOS: ANÁLISE DE UMA EMISSORA DE RÁDIO DO PANTANAL SUL-MATO-GROSSENSE

Abstract

The marketing mix model based on the 4Ps - product, price, place and promotion - was significantly transformed with the introduction of additional 4Ps - profile, processes, procedures and people - to service marketing. This expansion occurred in response to changes in the business environment and the growth of the service economy, as well as due to the intangible nature of the products offered. This study aimed to analyze the management of services provided by a radio station located in the Pantanal region of Mato Grosso do Sul. A qualitative approach, descriptive research and case study were used. Data were collected through interviews and direct observation and analyzed using thematic and descriptive analysis techniques. In terms of the marketing mix, the radio station offers products such as advertising spots and serials, with diversified programming for different audiences. The pricing policy is fixed and reviewed annually, while distribution includes traditional radio and digital platforms. Promotions include sweepstakes, the effectiveness of which is measured by feedback. In the additional 4Ps, the radio station maintains an organized and professional environment to reinforce its profile, and customers participate directly in the process of creating jingles. The station adapts internal procedures to unforeseen events and values the voiceover and production team, although there are no formal training programs. Effective service management, which considers the interests of customers, is essential for the radio station's competitiveness in the local market.