Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo
Autor(a) principal: | |
---|---|
Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFSCAR |
Texto Completo: | https://repositorio.ufscar.br/handle/ufscar/6937 |
Resumo: | Due to the complexity of markets and intense competition organizations are looking for new ways to generate sustainable competitive advantage, that it is the competitive advantage that can not be copied in the short term by competitors. In this sense, the distribution channels emerge, which are the set of interdependent organizations involved in the process of making a product or service available for use or consumption. Integrating the distribution channel as intermediaries are wholesalers and retailers, who act as an important link between the industry and the end consumer. In general, these organizations carry out a number of elements of the marketing strategy in the distribution channel and so develop and maintain long-term relationships with partners and other channel members. The objective of this research is to identify how the elements of the marketing strategy influence on the aspects of the relationship. This study has as its core the wholesale distributor perspective, but also identifies the views of small food and retail industry. This research has qualitative and exploratory nature character, using as main methods the case study and the technique of critical incident. As a data collection instrument, we opted for the construction of semistructured in order to support the conduct of interviews. nine interviews were conducted, two in the distributor wholesaler four in food industries and three small retailers. For data analysis, we used the technical characteristics of the critical incident, content analysis and triangulation. The survey results identified the elements of the marketing strategy and relationship issues primarily from the perspective of distributor wholesaler. It has been found empirically that targeting influences the trust; the element influencing product partnerships and satisfaction; price element affects power / dependence, conflict, cooperation and satisfaction; element of marketing communication relates to investment, exchange of information and commitment; element distribution influences the conflict, among other relations. Ultimately, this study presents an analysis of the gaps / shortcomings as they relate to the elements of the marketing strategy developed by the wholesale distributor or the aspects of the relationship with food and small retail industry. Finally, we present the implications both managerial and theoretical, limitations and future research suggestions. |
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Souza, Thiago Alves dePiato, Éderson Luizhttp://lattes.cnpq.br/1439984077907071http://lattes.cnpq.br/56743174339713529df05f61-d86b-4d74-af54-e058c525dcc12016-08-08T18:24:50Z2016-08-08T18:24:50Z2016-03-15https://repositorio.ufscar.br/handle/ufscar/6937Due to the complexity of markets and intense competition organizations are looking for new ways to generate sustainable competitive advantage, that it is the competitive advantage that can not be copied in the short term by competitors. In this sense, the distribution channels emerge, which are the set of interdependent organizations involved in the process of making a product or service available for use or consumption. Integrating the distribution channel as intermediaries are wholesalers and retailers, who act as an important link between the industry and the end consumer. In general, these organizations carry out a number of elements of the marketing strategy in the distribution channel and so develop and maintain long-term relationships with partners and other channel members. The objective of this research is to identify how the elements of the marketing strategy influence on the aspects of the relationship. This study has as its core the wholesale distributor perspective, but also identifies the views of small food and retail industry. This research has qualitative and exploratory nature character, using as main methods the case study and the technique of critical incident. As a data collection instrument, we opted for the construction of semistructured in order to support the conduct of interviews. nine interviews were conducted, two in the distributor wholesaler four in food industries and three small retailers. For data analysis, we used the technical characteristics of the critical incident, content analysis and triangulation. The survey results identified the elements of the marketing strategy and relationship issues primarily from the perspective of distributor wholesaler. It has been found empirically that targeting influences the trust; the element influencing product partnerships and satisfaction; price element affects power / dependence, conflict, cooperation and satisfaction; element of marketing communication relates to investment, exchange of information and commitment; element distribution influences the conflict, among other relations. Ultimately, this study presents an analysis of the gaps / shortcomings as they relate to the elements of the marketing strategy developed by the wholesale distributor or the aspects of the relationship with food and small retail industry. Finally, we present the implications both managerial and theoretical, limitations and future research suggestions.Devido a complexidade dos mercados e a intensa concorrência as organizações estão procurando novas formas de gerar vantagem competitiva sustentável, que trata-se do diferencial competitivo que não pode ser copiado em curto prazo pela concorrência. Nesse sentido, surgem os canais de distribuição, que são o conjunto de organizações interdependentes envolvidas no processo de tornar um produto ou serviço disponível para uso ou consumo. Integrando o canal de distribuição como intermediários estão atacadistas e varejistas, que atuam como importante elo de ligação entre a indústria e o consumidor final. Em geral, essas organizações realizam uma série de elementos da estratégia de marketing no canal de distribuição e para isso desenvolvem e mantém relacionamentos de longo prazo com parceiros e outros membros do canal. O objetivo desta pesquisa consiste em identificar como os elementos da estratégia de marketing exercem influência sobre os aspectos do relacionamento. Este estudo possui como elemento central a perspectiva do atacado distribuidor, mas também identifica as visões de indústria alimentícia e pequeno varejo. Esta pesquisa possui caráter qualitativo e cunho exploratório, utilizando como principais métodos o estudo de caso e a técnica do incidente crítico. Como instrumento de coleta de dados, optouse pela construção do roteiro semi-estruturado como forma de apoio à condução das entrevistas. Foram realizadas nove entrevistas, sendo duas no atacadista distribuidor, quatro em indústrias alimentícias e três em pequenos varejos. Para análise de dados, utilizou-se das características da técnica do incidente crítico, análise de conteúdo e triangulação. Os resultados da pesquisa identificaram os elementos da estratégia de marketing e os aspectos de relacionamento primordialmente sob a ótica do atacadista distribuidor. Verificou-se empiricamente que a segmentação exerce influência sobre a confiança; o elemento produto influencia parcerias e satisfação; elemento preço afeta poder/dependência, conflito, cooperação e satisfação; elemento comunicação de marketing se relaciona com investimento, troca de informações e compromisso; elemento distribuição exerce influência sobre o conflito, entre outras relações. Em última instância, este estudo apresenta a análise sobre os gaps/lacunas no que se referem aos elementos da estratégia de marketing desenvolvidos pelo atacado distribuidor ou nos aspectos do relacionamento com a indústria alimentícia e pequeno varejo. Por fim, são apresentadas as implicações tanto gerenciais quanto teóricas, limitações e sugestões de pesquisas futuras.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)porUniversidade Federal de São CarlosPrograma de Pós-Graduação em Engenharia de Produção - PPGEP-SoUFSCarCanais de distribuiçãoRelacionamentoDiferenciação do produtoDiferenciação do produtoMarketing de relacionamentoMarketing channelsProduct differentiationRelationship marketingProduct differentiationCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIAAnálise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejoMarketing strategy elements analysis and relationships aspects on channel between Wholesale Distributor, Food Industry and Small Retailinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisOnline-1-131d81ae1-cbf2-4dd5-b124-d36ca3e173c1info:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFSCARinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARORIGINALSOUZA_Thiago_2016.pdfSOUZA_Thiago_2016.pdfapplication/pdf2372088https://repositorio.ufscar.br/bitstream/ufscar/6937/1/SOUZA_Thiago_2016.pdf9af1c54e19780434125f0f315fefa0fdMD51LICENSElicense.txtlicense.txttext/plain; charset=utf-81957https://repositorio.ufscar.br/bitstream/ufscar/6937/2/license.txtae0398b6f8b235e40ad82cba6c50031dMD52THUMBNAILSOUZA_Thiago_2016.pdf.jpgSOUZA_Thiago_2016.pdf.jpgIM Thumbnailimage/jpeg5933https://repositorio.ufscar.br/bitstream/ufscar/6937/3/SOUZA_Thiago_2016.pdf.jpg3835e274a542715a684738c71ff4a848MD53ufscar/69372023-09-18 18:31:16.288oai:repositorio.ufscar.br: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Repositório InstitucionalPUBhttps://repositorio.ufscar.br/oai/requestopendoar:43222023-09-18T18:31:16Repositório Institucional da UFSCAR - Universidade Federal de São Carlos (UFSCAR)false |
dc.title.por.fl_str_mv |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
dc.title.alternative.eng.fl_str_mv |
Marketing strategy elements analysis and relationships aspects on channel between Wholesale Distributor, Food Industry and Small Retail |
title |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
spellingShingle |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo Souza, Thiago Alves de Canais de distribuição Relacionamento Diferenciação do produto Diferenciação do produto Marketing de relacionamento Marketing channels Product differentiation Relationship marketing Product differentiation CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
title_short |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
title_full |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
title_fullStr |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
title_full_unstemmed |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
title_sort |
Análise dos elementos da estratégia de marketing e dos aspectos de relacionamento no canal entre atacado distribuidor, indústria alimentícia e pequeno varejo |
author |
Souza, Thiago Alves de |
author_facet |
Souza, Thiago Alves de |
author_role |
author |
dc.contributor.authorlattes.por.fl_str_mv |
http://lattes.cnpq.br/5674317433971352 |
dc.contributor.author.fl_str_mv |
Souza, Thiago Alves de |
dc.contributor.advisor1.fl_str_mv |
Piato, Éderson Luiz |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1439984077907071 |
dc.contributor.authorID.fl_str_mv |
9df05f61-d86b-4d74-af54-e058c525dcc1 |
contributor_str_mv |
Piato, Éderson Luiz |
dc.subject.por.fl_str_mv |
Canais de distribuição Relacionamento Diferenciação do produto Diferenciação do produto Marketing de relacionamento |
topic |
Canais de distribuição Relacionamento Diferenciação do produto Diferenciação do produto Marketing de relacionamento Marketing channels Product differentiation Relationship marketing Product differentiation CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
dc.subject.eng.fl_str_mv |
Marketing channels Product differentiation Relationship marketing Product differentiation |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
description |
Due to the complexity of markets and intense competition organizations are looking for new ways to generate sustainable competitive advantage, that it is the competitive advantage that can not be copied in the short term by competitors. In this sense, the distribution channels emerge, which are the set of interdependent organizations involved in the process of making a product or service available for use or consumption. Integrating the distribution channel as intermediaries are wholesalers and retailers, who act as an important link between the industry and the end consumer. In general, these organizations carry out a number of elements of the marketing strategy in the distribution channel and so develop and maintain long-term relationships with partners and other channel members. The objective of this research is to identify how the elements of the marketing strategy influence on the aspects of the relationship. This study has as its core the wholesale distributor perspective, but also identifies the views of small food and retail industry. This research has qualitative and exploratory nature character, using as main methods the case study and the technique of critical incident. As a data collection instrument, we opted for the construction of semistructured in order to support the conduct of interviews. nine interviews were conducted, two in the distributor wholesaler four in food industries and three small retailers. For data analysis, we used the technical characteristics of the critical incident, content analysis and triangulation. The survey results identified the elements of the marketing strategy and relationship issues primarily from the perspective of distributor wholesaler. It has been found empirically that targeting influences the trust; the element influencing product partnerships and satisfaction; price element affects power / dependence, conflict, cooperation and satisfaction; element of marketing communication relates to investment, exchange of information and commitment; element distribution influences the conflict, among other relations. Ultimately, this study presents an analysis of the gaps / shortcomings as they relate to the elements of the marketing strategy developed by the wholesale distributor or the aspects of the relationship with food and small retail industry. Finally, we present the implications both managerial and theoretical, limitations and future research suggestions. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-08-08T18:24:50Z |
dc.date.available.fl_str_mv |
2016-08-08T18:24:50Z |
dc.date.issued.fl_str_mv |
2016-03-15 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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https://repositorio.ufscar.br/handle/ufscar/6937 |
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https://repositorio.ufscar.br/handle/ufscar/6937 |
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por |
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por |
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-1 -1 |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de São Carlos |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Engenharia de Produção - PPGEP-So |
dc.publisher.initials.fl_str_mv |
UFSCar |
publisher.none.fl_str_mv |
Universidade Federal de São Carlos |
dc.source.none.fl_str_mv |
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