Marketing direto: diferencial competitivo em empresas varejistas de moda feminina de Cerro Largo/RS

Abstract

Once the company has succeeded and the results meet their commitments, consider as their requirements in relation as their actual preferences. So your customers and your customers are in agreement with your customers and customers, according to your requirements, more appropriate. Seen is, direct marketing presents itself as an excellent competitive differential for organizations wishing to excel in context. Therefore, this study aimed to analyze direct marketing in women's fashion retailers in the city of Cerro Largo - RS, as a form of competition in the market. Thus, a field study was carried out in nine companies of the municipality. The data collection together / 2017 and took place through a structured interview. The interview was divided into four thematic blocks in order to identify the use of direct or non-competitive marketing by these companies. As variables analyzed in the blocks are: Direct Marketing, Tools, Motivational Factors and Competitive Differentials. The results show that companies have knowledge about the dissemination of the literature on direct marketing. In relation to the most fabled tools, through a research application, highlighting online marketing and direct selling. On the motivational factors that lead these companies by virtue of direct marketing, it is evident the efficiency in promotion and the increase of flow of clients. However as much as companies do not use all the elements that make up direct marketing, it has been found that they use it as a competitive differential unconsciously, since they use this tool, but it is not a knowledge about what is best known or documented. Logo of the use of direct marketing as a competitive differential was confirmed in the sample.