Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFRPE |
Texto Completo: | http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/8166 |
Resumo: | In a competitive environment, companies that can act to plan and execute optimized strategic marketing where they can satisfy the customer, generate greater competitiveness, and respond to the market will be able to stay alive in the face of the challenges in their environment. Knowing the factors that lead consumers to choose one product over another is one of the conditions to understand the dynamics of the market, that is where marketing comes in which one of the functions is the identification and satisfaction of human needs. used in a strategic way, that is, standardized actions and resource allocations to achieve the organization's objectives. This research studied the wine market, using as a case study two wineries of the valley of São Francisco, with the intention of analyzing the strategies of marketing and positioning of the wineries in the world and to confront the perceptions of the wineries customers of the valley. from São Francisco. It is a research of hybrid nature, ie qualitative and quantitative, exploratory type. To achieve the objectives was used the systematic review method, which were identified the main marketing strategies and brand positioning for the wineries. For data collection we used the questionnaire tool, applied to the wineries customers in the region. We noticed the most diverse types of marketing strategies and positioning, which were used by wineries. Confronting the senses perceived by the clients, the study showed that all the strategic points mentioned in the systematic reviews were perceived in the interviewees' statements, thus, it can be inferred that the wineries of the São Francisco Valley region that the marketing strategies practices and positioning are perceived by customers living in the region. |
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LIMA, Telma Lúcia de AndradeLIMA, Telma Lúcia de AndradeSOBRAL, Marcos Felipe FalcãoSOUZA, Angela Cristina Rocha dehttp://lattes.cnpq.br/5004964662732499LIMA, Murilo Campos Rocha2019-08-20T13:52:07Z2019-05-27LIMA, Murilo Campos Rocha. Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco. 2019. 107 f. Dissertação (Programa de Pós-Graduação em Administração e Desenvolvimento Rural) - Universidade Federal Rural de Pernambuco, Recife.http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/8166In a competitive environment, companies that can act to plan and execute optimized strategic marketing where they can satisfy the customer, generate greater competitiveness, and respond to the market will be able to stay alive in the face of the challenges in their environment. Knowing the factors that lead consumers to choose one product over another is one of the conditions to understand the dynamics of the market, that is where marketing comes in which one of the functions is the identification and satisfaction of human needs. used in a strategic way, that is, standardized actions and resource allocations to achieve the organization's objectives. This research studied the wine market, using as a case study two wineries of the valley of São Francisco, with the intention of analyzing the strategies of marketing and positioning of the wineries in the world and to confront the perceptions of the wineries customers of the valley. from São Francisco. It is a research of hybrid nature, ie qualitative and quantitative, exploratory type. To achieve the objectives was used the systematic review method, which were identified the main marketing strategies and brand positioning for the wineries. For data collection we used the questionnaire tool, applied to the wineries customers in the region. We noticed the most diverse types of marketing strategies and positioning, which were used by wineries. Confronting the senses perceived by the clients, the study showed that all the strategic points mentioned in the systematic reviews were perceived in the interviewees' statements, thus, it can be inferred that the wineries of the São Francisco Valley region that the marketing strategies practices and positioning are perceived by customers living in the region.Em um ambiente competitivo, as empresas que conseguirem atuar de maneira a planejar e a executar o marketing estratégico otimizado, onde possam satisfazer o cliente, gerar maior competitividade e responder ao mercado, conseguirão permanecer vivas frente aos desafios do ambiente em que se encontram. Conhecer os fatores que levam o consumidor a optar por determinado produto em detrimento de outro é uma das condições para se compreender a própria dinâmica do mercado, é aí que entra o marketing em que uma das funções é a identificação e a satisfação das necessidades humanas e sociais sendo utilizada de modo estratégica, ou seja de uns padronizados de ações e de alocações de recursos destinados a atingir os objetivos da organização. A presente pesquisa teve como objeto duas vinícolas da região do Submédio do Vale do São Francisco, na qual se analisou as estratégias de marketing e de posicionamento das vinícolas em nível mundial confrontando com os sentidos percebidos dos clientes moradores da região, das vinícolas do Submédio São Francisco, referente à estratégias de marketing das mesmas. O estudo trata-se de uma pesquisa de natureza hibrida, ou seja, qualitativa e quantitativa, do tipo exploratória. Para o alcance dos objetivos foi utilizado do método de Revisão Sistemática, onde foram identificadas as principais estratégias de marketing e posicionamento de marca para as vinícolas. Para coleta de dados foi utilizada a ferramenta de questionário, aplicada junto aos clientes das vinícolas da região. Foram percebidos os mais diversos tipos de estratégias de marketing e de posicionamentos, que foram utilizadas pela vinícolas. Confrontando com os sentidos percebidos pelos clientes, o estudo mostrou que todas os pontos estratégicos citados nas revisões sistemáticas foram percebidos nas falas dos entrevistados, assim, pode-se inferir que as vinícolas da região do vale do São Francisco que as práticas de estratégias de marketing e de posicionamento são percebidas pelos clientes moradores da região.Submitted by Mario BC (mario@bc.ufrpe.br) on 2019-08-20T13:52:07Z No. of bitstreams: 1 Murilo Campos Rocha Lima.pdf: 2148441 bytes, checksum: eda9194edb18325c920455b9c57971b7 (MD5)Made available in DSpace on 2019-08-20T13:52:07Z (GMT). No. of bitstreams: 1 Murilo Campos Rocha Lima.pdf: 2148441 bytes, checksum: eda9194edb18325c920455b9c57971b7 (MD5) Previous issue date: 2019-05-27application/pdfporUniversidade Federal Rural de PernambucoPrograma de Pós-Graduação em Administração e Desenvolvimento RuralUFRPEBrasilDepartamento de AdministraçãoMarketingEstratégia de marketingVinícolaOUTROS::ADMINISTRACAO RURALAnálise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Franciscoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-14559930609208970600600600-3020915585334755221-2020477926198029066info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFRPEinstname:Universidade Federal Rural de Pernambuco (UFRPE)instacron:UFRPEORIGINALMurilo Campos Rocha Lima.pdfMurilo Campos Rocha Lima.pdfapplication/pdf2148441http://www.tede2.ufrpe.br:8080/tede2/bitstream/tede2/8166/2/Murilo+Campos+Rocha+Lima.pdfeda9194edb18325c920455b9c57971b7MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://www.tede2.ufrpe.br:8080/tede2/bitstream/tede2/8166/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede2/81662019-08-20 10:52:07.22oai:tede2: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Biblioteca Digital de Teses e Dissertaçõeshttp://www.tede2.ufrpe.br:8080/tede/PUBhttp://www.tede2.ufrpe.br:8080/oai/requestbdtd@ufrpe.br ||bdtd@ufrpe.bropendoar:2024-05-28T12:36:37.194690Biblioteca Digital de Teses e Dissertações da UFRPE - Universidade Federal Rural de Pernambuco (UFRPE)false |
dc.title.por.fl_str_mv |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
title |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
spellingShingle |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco LIMA, Murilo Campos Rocha Marketing Estratégia de marketing Vinícola OUTROS::ADMINISTRACAO RURAL |
title_short |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
title_full |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
title_fullStr |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
title_full_unstemmed |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
title_sort |
Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco |
author |
LIMA, Murilo Campos Rocha |
author_facet |
LIMA, Murilo Campos Rocha |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
LIMA, Telma Lúcia de Andrade |
dc.contributor.referee1.fl_str_mv |
LIMA, Telma Lúcia de Andrade |
dc.contributor.referee2.fl_str_mv |
SOBRAL, Marcos Felipe Falcão |
dc.contributor.referee3.fl_str_mv |
SOUZA, Angela Cristina Rocha de |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5004964662732499 |
dc.contributor.author.fl_str_mv |
LIMA, Murilo Campos Rocha |
contributor_str_mv |
LIMA, Telma Lúcia de Andrade LIMA, Telma Lúcia de Andrade SOBRAL, Marcos Felipe Falcão SOUZA, Angela Cristina Rocha de |
dc.subject.por.fl_str_mv |
Marketing Estratégia de marketing Vinícola |
topic |
Marketing Estratégia de marketing Vinícola OUTROS::ADMINISTRACAO RURAL |
dc.subject.cnpq.fl_str_mv |
OUTROS::ADMINISTRACAO RURAL |
description |
In a competitive environment, companies that can act to plan and execute optimized strategic marketing where they can satisfy the customer, generate greater competitiveness, and respond to the market will be able to stay alive in the face of the challenges in their environment. Knowing the factors that lead consumers to choose one product over another is one of the conditions to understand the dynamics of the market, that is where marketing comes in which one of the functions is the identification and satisfaction of human needs. used in a strategic way, that is, standardized actions and resource allocations to achieve the organization's objectives. This research studied the wine market, using as a case study two wineries of the valley of São Francisco, with the intention of analyzing the strategies of marketing and positioning of the wineries in the world and to confront the perceptions of the wineries customers of the valley. from São Francisco. It is a research of hybrid nature, ie qualitative and quantitative, exploratory type. To achieve the objectives was used the systematic review method, which were identified the main marketing strategies and brand positioning for the wineries. For data collection we used the questionnaire tool, applied to the wineries customers in the region. We noticed the most diverse types of marketing strategies and positioning, which were used by wineries. Confronting the senses perceived by the clients, the study showed that all the strategic points mentioned in the systematic reviews were perceived in the interviewees' statements, thus, it can be inferred that the wineries of the São Francisco Valley region that the marketing strategies practices and positioning are perceived by customers living in the region. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-08-20T13:52:07Z |
dc.date.issued.fl_str_mv |
2019-05-27 |
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 |
LIMA, Murilo Campos Rocha. Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco. 2019. 107 f. Dissertação (Programa de Pós-Graduação em Administração e Desenvolvimento Rural) - Universidade Federal Rural de Pernambuco, Recife. |
dc.identifier.uri.fl_str_mv |
http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/8166 |
identifier_str_mv |
LIMA, Murilo Campos Rocha. Análise das estratégias de marketing e de posicionamento das vinícolas contrapondo com os sentidos percebidos pelos clientes das vinícolas do submédio do São Francisco. 2019. 107 f. Dissertação (Programa de Pós-Graduação em Administração e Desenvolvimento Rural) - Universidade Federal Rural de Pernambuco, Recife. |
url |
http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/8166 |
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por |
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por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Universidade Federal Rural de Pernambuco |
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Programa de Pós-Graduação em Administração e Desenvolvimento Rural |
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Universidade Federal Rural de Pernambuco |
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