Estruturas organizacionais de marketing de empresas de bens industriais: uma análise do setor de eletroeletrônicos

Abstract

The idea of this work is to analyse the business organization, referrering to structure and resources relative to marketing activities, and verify if them are offering conditions for operations in an appropriate way to meet the needs of clients and markets where they act, to get or overcome forecast goals matching clients expectations. For this, it was made a bibliographic revision, seeking to describe marketing and organizational technical fundamentals to give the basis to the premises analysed in the study. The marketing study field analysed is the industrial marketing involving not only the supplying company side but also the client company side of industrial goods and services supplied by other companies; this revision was made seeking to describe these two universes where the company acts. Subsequently it was effected a survey with the companies, to test the formulated hypothesis that they aren t organized in accordance with market needs; and, in order to give the study a scientific and restrict character, it was defined for the survey the segment of companies belonging to the electric and electronic sector that produce services and equipment for generation, transmission and distribution of electric energy, electric motors, electric wires and electronic components. The survey has revealed interesting data to the industrial marketing field and has shown that the moment the country is presently facing is leading the companies to give more importance to commercial activities in relation to marketing activities, driving them to structure themselves with more attention to commercial activities, restricting marketing activities to actions in the communication field advertising, promotions giving less importance to the opportunities seeking and identification, initial activities of the marketing management process. In the last part of this work, considerations are described that relate the results of the effected field research with the bibliographic revision, along with comments on the distortions, as well as confirmations of the practice in relation to the theory