Marketing de varejo: um estudo do conhecimento de gestores de MPE’s

Abstract

With an extremely competitive scenario the micro and small enterprises (MPE's) of the retail apparel trade of Dourados/MS need to seek more and more ways to stay in the market and stand out against the competition, even more when data point out that Companies of this size have a high number of casualties. In the face of this, marketing can become a competitive advantage when used correctly, as it enables a sales growth that can lead to greater market share. Thus, this work aimed to analyze the knowledge of MPE's gestures about marketing and how they make use of market practices in their companies. The research was carried out in a quantitative and qualitative manner through the application of questionnaires with objective questions to the managers of these organizations. Finally, it was found that the level of knowledge of marketing practices by these managers is limited and this ultimately decreases the potential that this manager has to apply the market practices in his company.