OBJETIVOS ORGANIZACIONAIS E OS FATORES MERCADOLÓGICOS

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Palavras-chave: Marketing. Comportamento do Consumidor. Organizações. Balanço Patrimonial. Publicação legal.

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ABSTRACT

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This coursework aims know organizational goals and market factors that influence decision makers of open capital companies in Rio Grande do Sul in the selection of a newspaper for the publication of its balance sheet . The theoretical reference includes content related to publishment of the balance sheets, such as: marketing, composite marketing, consumer behavior, integrated marketing communications, organizations and the regulation law for open capital companies. Market research aims to guide the organization decision making process oriented to more detailed knowledge of factors that influence the professionals who decide the newspaper for the placement of the balance sheet. We performed an exploratory qualitative research using in-depth interviews, using as sampling the "snowball" model, where the interviewees indicated the next interviewee. The four interviewed persons were professionals in legal notices. Through this research it was possible to know the key organizational objectives and key market factors that influence businesses in Rio Grande do Sul selecting the newspaper for the placement of its balance sheet. Among organizational goals, the most cited was the fulfillment of the legal requirement. Regarding market factors the two most cited in the research were the price and the features of each newspaper. Highlighting as the main characteristic, an intangible one, that is the tradition of the “Jornal do Comércio”.

Keywords: Marketing. Consumer Behavior. Organizations. Balance Sheet. Legal Notices.

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LISTA DE ILUSTRAÇÕES

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Figura 1 – Os 4Ps do mix de marketing......................................................

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Figura 2 – Algumas questões que surgem durante os estágios do processo de consumo..................................................................................

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Figura 3 – Iceberg humano: o consumidor é como um iceberg..................

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Figura 4 – Fatores que influenciam o comportamento................................

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LISTA DE QUADROS

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Quadro 1 – Objetivos de preços....................................................................

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Quadro 2 – Exemplos de denominação da companhia Baco........................

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Quadro 3 – Perfil dos respondentes da pesquisa..........................................

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Quadro 4 – Falas dos respondentes quanto ao P (produto)..........................

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Quadro 5 – Falas dos respondentes quanto ao P (preço).............................

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Quadro 6 – Falas dos respondentes quanto ao P (praça).............................

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Quadro 7 – Falas dos respondentes quanto ao P (promoção)......................

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Quadro 8 – Falas dos respondentes quanto aos objetivos da organização na veiculação do Balanço Patrimonial...........................................................

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Quadro 9 – Falas dos entrevistados quanto ao comportamento do consumidor.....................................................................................................

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SUMÁRIO[pic 9]

1

INTRODUÇÃO..........................................................................................

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1.1

JUSTIFICATIVA.........................................................................................

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1.2

PROLEMA DE PESQUISA........................................................................

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2

OBJETIVOS..............................................................................................

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2.1

OBJETIVO GERAL...................................................................................

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2.2

OBJETIVOS ESPECÍFICOS.....................................................................

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3

REFERENCIAL TEÓRICO.......................................................................

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3.1

MARKETING.............................................................................................

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3.2

COMPOSTO DE MARKETING.................................................................