4 P’s do marketing : uma análise de uma micro empresa em São Luís

Abstract

Companies seek day by day strategies to retain customers and conquer new ones, and thereby increase their financial return. Marketing represents an important strategy thereof. Organizations, mainly large ones, use the Marketing, increasingly, intentionally and carefully planned manner. However, little research has been conducted on marketing in micro enterprises. Thus, in this paper it is addressed the marketing 4Ps: Product, Price, Place and Promotion, in a micro entreprises. Presented itself as a general objective to identify and analyze the 4Ps in a micro company of São Luís. It was examined the identity of the entreprise: mission, vision and values; and how each variable of the mix marketing is presented. And the following question with respect to he research herein was answered: the effectiveness of the mix marketing elements in a micro business will be possible? To solve this issue, the qualitative and quantitative technique to the research were adopted, whose participants were the owner and customers of the enterprise. The results showed that although the enterprise does not have a formal marketing plan, it uses satisfactorily the 4 P's: Product, Price, Place and Promotion, however, in a noneffective way. And as proposed improvement suggest the development of a marketing strategy that includes all marketing process in the organization, so that the 4Ps can be effected and thus worked more consistently and consciously.