Seleção dos canais de marketing e a distribuição física de combustíveis: um estudo de caso

Abstract

This work is the result of a study on the selection of marketing channels and physical distribution of fuels, highlighting the importance of these elements to achieve the objective of verifying the criteria used in selection decisions of intermediaries, as well as studying the concepts linked the above aspects and analyze the structure of the company used in this work. The methodology of the study was the literature search through surveys of information in books, journals (such as magazines, newspapers and articles) and monographs. This monograph is divided into six chapters. At first, we emphasize the concepts of segmentation and positioning, liaising with the marketing channels and physical distribution. The study aimed at supply chain is to analyze all the activities involved in this process of joining the producer to the final customer. We conducted a case study in Petroleo Brasileiro SA – Petrobras, more precisely, in Petrobrás Distribuidora, a benchmark company in the marketing and distribution of petroleum products. There was the importance of choosing the correct channel resellers, as they are in direct contact with the client, and integration of activities for them to keep the customer satisfied and that the company can remain competitive.