Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial)
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFPel - Guaiaca |
Texto Completo: | http://repositorio.ufpel.edu.br/handle/ri/1366 |
Resumo: | This project shows the understanding of marketing-mix as a strategy to be used to divide in segments the aimed market, in order to overwhelm the competition and excel the customers demand. The theoretical fundaments about the theme suggest a defined conceptual option. It shows the marketing composed by four basic elements product, price, place and advertising which are combined in order to achieve the customer satisfaction in the aimed segment, that is the Coopavel s (COOPAVEL in Cascavel, PR) soybean farmer with a planted area equal or less than 350 ha. The project objective was to identify the variables which are more evident to the soybean seed customer, giving dimensions to the major points of decision in the product purchase process, highlighting relevant technical and behavioral details and creating marketing-mix actions and strategies for COOPAVEL according to the project proposition. The case study gives an interesting opportunity to gather information allied with a market oriented entrepreneurial strategy. Facing the project results, one will conclude that the company that uses modern marketing concepts will follow the market metamorphosis and will guarantee its competitiveness and the customer s loyalty and satisfaction. |
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Marx, Antonio Carloshttp://lattes.cnpq.br/1937401116875148http://lattes.cnpq.br/4588786382435715Meneghello, Geri Eduardo2014-08-20T13:44:28Z2012-11-062014-08-20T13:44:28Z2011-12-22MARX, Antonio Carlos. Marketing strategys of seeds soybean COOPAVEL - Cooperativa Agroindustrial.. 2011. 50 f. Dissertação (Mestrado em Agronomia) - Universidade Federal de Pelotas, Pelotas, 2011.http://repositorio.ufpel.edu.br/handle/ri/1366This project shows the understanding of marketing-mix as a strategy to be used to divide in segments the aimed market, in order to overwhelm the competition and excel the customers demand. The theoretical fundaments about the theme suggest a defined conceptual option. It shows the marketing composed by four basic elements product, price, place and advertising which are combined in order to achieve the customer satisfaction in the aimed segment, that is the Coopavel s (COOPAVEL in Cascavel, PR) soybean farmer with a planted area equal or less than 350 ha. The project objective was to identify the variables which are more evident to the soybean seed customer, giving dimensions to the major points of decision in the product purchase process, highlighting relevant technical and behavioral details and creating marketing-mix actions and strategies for COOPAVEL according to the project proposition. The case study gives an interesting opportunity to gather information allied with a market oriented entrepreneurial strategy. Facing the project results, one will conclude that the company that uses modern marketing concepts will follow the market metamorphosis and will guarantee its competitiveness and the customer s loyalty and satisfaction.A pesquisa desenvolve um entendimento do marketing-mix como uma estratégia de segmentar mercado-alvo, com foco principal a superar a concorrência e as exigências dos consumidores. A fundamentação teórica que difunde o tema sugere uma opção conceitual delimitada. Entende o composto de marketing organizado em quatro elementos primários produto, preço, praça e promoção e que secombinam no alcance da satisfação dos consumidores de segmento visado, nestecaso, do sojicultor da cooperativa COOPAVEL, Cascavel PR, com área igual ou inferior a 350ha. Procura-se identificar as variáveis de maior percepção por parte dosclientes no agronegócio de sementes de soja, valorizar o que consideram na decisão de compra do produto, levantar detalhes técnicos e comportamentais de relevância e criar ações e estratégias do marketing-mix para a empresa Coopavel em face ao que foi proposto. O estudo de caso representa uma interessante oportunidade de coleta de informações com uma estratégia empresarial orientada pelo mercado. Diante dos resultados da pesquisa, conclui-se que a empresa que adota modernos conceitos de marketing acompanha o processo metamórfico e garante competitividade, manutenção e, satisfação do consumidor.application/pdfporUniversidade Federal de PelotasPrograma de Pós-Graduação em Ciência e Tecnologia de SementesUFPelBRFaculdade de Agronomia Eliseu MacielAgronegócioSementes de sojaMarketing-mixEstratégias de marketingAgribusinessSoybean seedMarketing-mixMarketing strategiesCNPQ::CIENCIAS AGRARIAS::AGRONOMIA::FITOTECNIA::PRODUCAO E BENEFICIAMENTO DE SEMENTESEstratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial)Marketing strategys of seeds soybean COOPAVEL - Cooperativa Agroindustrial.info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFPel - Guaiacainstname:Universidade Federal de Pelotas (UFPEL)instacron:UFPELORIGINALdissertacao_antonio_carlos_marx.pdfapplication/pdf566131http://guaiaca.ufpel.edu.br/xmlui/bitstream/123456789/1366/1/dissertacao_antonio_carlos_marx.pdfec2541dc7b7bae06d880c4f55056276bMD51open accessTEXTdissertacao_antonio_carlos_marx.pdf.txtdissertacao_antonio_carlos_marx.pdf.txtExtracted Texttext/plain67893http://guaiaca.ufpel.edu.br/xmlui/bitstream/123456789/1366/2/dissertacao_antonio_carlos_marx.pdf.txtbac2025e5699a2b2b198bf801d5391b3MD52open accessTHUMBNAILdissertacao_antonio_carlos_marx.pdf.jpgdissertacao_antonio_carlos_marx.pdf.jpgGenerated Thumbnailimage/jpeg1323http://guaiaca.ufpel.edu.br/xmlui/bitstream/123456789/1366/3/dissertacao_antonio_carlos_marx.pdf.jpg48c55a1c25779037943b37ab8210f604MD53open access123456789/13662016-09-26 19:00:44.245open accessoai:guaiaca.ufpel.edu.br:123456789/1366Repositório InstitucionalPUBhttp://repositorio.ufpel.edu.br/oai/requestrippel@ufpel.edu.br || repositorio@ufpel.edu.br || aline.batista@ufpel.edu.bropendoar:2016-09-26T22:00:44Repositório Institucional da UFPel - Guaiaca - Universidade Federal de Pelotas (UFPEL)false |
dc.title.por.fl_str_mv |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
dc.title.alternative.eng.fl_str_mv |
Marketing strategys of seeds soybean COOPAVEL - Cooperativa Agroindustrial. |
title |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
spellingShingle |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) Marx, Antonio Carlos Agronegócio Sementes de soja Marketing-mix Estratégias de marketing Agribusiness Soybean seed Marketing-mix Marketing strategies CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::FITOTECNIA::PRODUCAO E BENEFICIAMENTO DE SEMENTES |
title_short |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
title_full |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
title_fullStr |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
title_full_unstemmed |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
title_sort |
Estratégias de marketing das sementes de soja da COOPAVEL (Cooperativa Agroindustrial) |
author |
Marx, Antonio Carlos |
author_facet |
Marx, Antonio Carlos |
author_role |
author |
dc.contributor.authorLattes.por.fl_str_mv |
http://lattes.cnpq.br/1937401116875148 |
dc.contributor.advisorLattes.por.fl_str_mv |
http://lattes.cnpq.br/4588786382435715 |
dc.contributor.author.fl_str_mv |
Marx, Antonio Carlos |
dc.contributor.advisor1.fl_str_mv |
Meneghello, Geri Eduardo |
contributor_str_mv |
Meneghello, Geri Eduardo |
dc.subject.por.fl_str_mv |
Agronegócio Sementes de soja Marketing-mix Estratégias de marketing |
topic |
Agronegócio Sementes de soja Marketing-mix Estratégias de marketing Agribusiness Soybean seed Marketing-mix Marketing strategies CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::FITOTECNIA::PRODUCAO E BENEFICIAMENTO DE SEMENTES |
dc.subject.eng.fl_str_mv |
Agribusiness Soybean seed Marketing-mix Marketing strategies |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::FITOTECNIA::PRODUCAO E BENEFICIAMENTO DE SEMENTES |
description |
This project shows the understanding of marketing-mix as a strategy to be used to divide in segments the aimed market, in order to overwhelm the competition and excel the customers demand. The theoretical fundaments about the theme suggest a defined conceptual option. It shows the marketing composed by four basic elements product, price, place and advertising which are combined in order to achieve the customer satisfaction in the aimed segment, that is the Coopavel s (COOPAVEL in Cascavel, PR) soybean farmer with a planted area equal or less than 350 ha. The project objective was to identify the variables which are more evident to the soybean seed customer, giving dimensions to the major points of decision in the product purchase process, highlighting relevant technical and behavioral details and creating marketing-mix actions and strategies for COOPAVEL according to the project proposition. The case study gives an interesting opportunity to gather information allied with a market oriented entrepreneurial strategy. Facing the project results, one will conclude that the company that uses modern marketing concepts will follow the market metamorphosis and will guarantee its competitiveness and the customer s loyalty and satisfaction. |
publishDate |
2011 |
dc.date.issued.fl_str_mv |
2011-12-22 |
dc.date.available.fl_str_mv |
2012-11-06 2014-08-20T13:44:28Z |
dc.date.accessioned.fl_str_mv |
2014-08-20T13:44:28Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
MARX, Antonio Carlos. Marketing strategys of seeds soybean COOPAVEL - Cooperativa Agroindustrial.. 2011. 50 f. Dissertação (Mestrado em Agronomia) - Universidade Federal de Pelotas, Pelotas, 2011. |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufpel.edu.br/handle/ri/1366 |
identifier_str_mv |
MARX, Antonio Carlos. Marketing strategys of seeds soybean COOPAVEL - Cooperativa Agroindustrial.. 2011. 50 f. Dissertação (Mestrado em Agronomia) - Universidade Federal de Pelotas, Pelotas, 2011. |
url |
http://repositorio.ufpel.edu.br/handle/ri/1366 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Pelotas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Ciência e Tecnologia de Sementes |
dc.publisher.initials.fl_str_mv |
UFPel |
dc.publisher.country.fl_str_mv |
BR |
dc.publisher.department.fl_str_mv |
Faculdade de Agronomia Eliseu Maciel |
publisher.none.fl_str_mv |
Universidade Federal de Pelotas |
dc.source.none.fl_str_mv |
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UFPEL |
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UFPEL |
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