Atividades de marketing e estratégias de empresas imobiliárias

• Ano de defesa: 2010
• Autor(a) principal: Silva, Ana Paula de Lima da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual de Maringá. Departamento de Administração. Programa de Pós-Graduação em Administração; Brasil; Programa de Pós-Graduação em Administração; UEM; Maringá, PR; Departamento de Administração
• Palavras-chave em Português: Marketing; Empresas imobiliárias; Marketing e estratégias; Mercado imobiliário; Central de Negócios Imobiliários de Maringá; Construção civil; Maringá (Estado); Brasil.; Marketing s activities; Strategy; Building; Real estate; Maringá; State; Brazil.; Ciências Sociais Aplicadas; Administração
• Link de acesso: http://repositorio.uem.br:8080/jspui/handle/1/3228

The building section has a big representative in economy, once, it is composed by 110 thousand companies that employ more than 1,8 millions of people and handle close to R$ 128 billions for year (IBGE, 2007). The building section encompasses among other activities the real state enterprises. So, because it treat of an important section for the local development, to do this research, had as objective raise up what is the knowledge of the marketing activities and strategy along to the companies associated to the Central de Negócios Imobiliários de Maringá. The objective of the study was the Central de Negócios Imibiliários de Maringá, a chain of real state agencies that congregate 29 companies. The collect of datas occurred between months of November and December of 2009, and had as instruments of search the questionnaire with closed questions and of multiple choices and an interview semi-structured with businessmen that congregate the Central. In the delimitation of the search it was adopted for this study the qualitative nature, with type of search exploratory and the strategy of search used was the study case. To approach in an adequate way the proposed themes, it was done a bibliographic search in order to verify the main ideas of the authors about the marketing activities, that comprehend the segmentation of the market, the definition of the target audience, the position of the market, the search of market and the management of the compound of marketing - which encompasses the elements price, product, place and promotion - and about strategy, that encompasses actions as definition of mission, values, objectives and strategic goal, companies policies and action plans. Among the found results, it was identified the discrepancy between what the businessmen say to know about marketing activities and strategy with what they really know. This can be perceived in the run off the questions. It is possible perceive more confusion principally in the element sale of the marketing compost and about the segmentation and position of market. Comprehend the marketing activities and strategy is important for that the organizations have more possibilities of being successful in the market, even being this heated.