Análise das funções de marketing em uma cooperativa de crédito - unidade Chapecó/SC

Abstract

Marketing seen as a management tool, has very important mechanisms for decision making and definitions of strategies. It is necessary to use it in favor of the organization, you must be aware of the changes, the demands and the needs of the customers. Whether in private or nonprofit organizations, marketing needs to be treated as a vital tool in communicating and communicating organizations to their customers. When the organization is inserted within another, in the case of the cooperative of this study, it is necessary to approach and use endomarketing mechanisms also, in order to internally promote its products and services, considering the satisfaction in making the organization part of its collaborators. In this perspective, the objective of these studies is to verify the best way to develop integrated marketing of the cooperative in the service station of Chapecó-SC, since the cooperative operates in several cities in Brazil. For the accomplishment of this study, involving these variables, the methodology was adopted, as regards the purposes as exploratory, descriptive and applied. As for the means, bibliographical, field research and case study, besides being a qualitative research. Data were collected through questionnaires and semi-structured interviews. For its analysis, the content analysis method was used. Participating in this research were collaborators of an agroindustry where the cooperative is inserted, cooperated and not cooperated with it, besides the collaborators of the cooperative, all the collections made in the unit of Chapecó-SC. It was then observed that the cooperative in question needs improvements in the application of integrated marketing, there are isolated and nonstandardized actions, many non-cooperatives to the same say to ignore the cooperative or not to know the services offered by it. With the verification that there is a commercial sector installed, but with only one person working, it was possible to propose some strategies, among which the implementation of a marketing commission to work in this area, a marketing research in other units of the cooperative and Implementation of campaigns of adhesion and / or dissemination, which with defined action plans, it is proposed to use them by the cooperative.