Marketing policies in the sale of doors and windows in the Rio Branco market, 2010-2011

Abstract

The objective of this study was to identify and analyze the marketing strategies adopted by the wooden door and window stores, operating in the city of Rio Branco, in the period 2010-11. To this end, data were collected in 16 door and window stores operating in that municipality in 2011. Using the method adopted, the following aspects related to the marketing of these products were evaluated: (a) characterization of the firm; (b) barriers faced by firms in the marketing of their products; (c) marketing planning; (d) reactions of firms to the competition and (e) analysis of the Marketing Compound (4p's); (f) analysis from the consumer's perspective. The results generated allowed to infer that: (a) Firms do not adopt a marketing strategy to establish their fancy name; (b) Most firms consider costs and profits to determine prices; (c) Most joiners always have the product ready for delivery, and provide free shipping; (d) Half of the firms use radio or television as a form of advertising; (e) Most of the firms work with discounts on cash purchases, and a minority promotes sales via gifts and fairs; (f) Just over half of the stores have a list of customers, but they rarely use it to visit customers.