Marketing em empresas de pequeno porte: um estudo com empresas do comércio de Santana do Livramento

Abstract

Marketing is a tool that can be used by companies, as it is divided into different areas of action, bringing different benefits to organizations. The relations between marketing and micro and small business are not as studied as they should be, since they represent about 99% of the country’s business’, according to researches done by Sebrae (2015). The following research has as the main goal to analyze the marketing strategies performed by micro and small business’ in the Santana do Livramento-RS. This subject was chosen for taking into account the representativiness of small business’s in town, witch represent about 2.500, according to IBGE’s data base (2016), and the small amount of literature focusing on this type of organization. This research also caracterizes for being descriptive, with an quantitative approach and it was created through the survey method. The research for data base happened through questionaries, starting with an non probabilistic sample with 65 owners of a few small enterprises in town. The research revealed how the marketing takes place on the enterprises analyzed, and how the responsibles for it don’t seem to know what marketing really is and how to apply it in favor of the organizations, having in sight the dichotomy between their answears when they say they know what marketing is but associate it only with advertising.