Marketing de relacionamento em empresas de pequeno porte

Abstract

The nineties brought new consumption relationships and the market imposed a new kind of marketing. The focus passed of the product for the customer. And in that context, the Marketing of Relationship was born in search of the customers' fidelity. That is also a concern of the companies of small load. Before that, this study was aimed to describe the Marketing of Relationship use as viable strategy of the customers' fidelity in companies of small load of the retail section of the clothes branch. The model of the study was descriptive. The research was accomplished with 25 companies located in the neighborhood center. The collection of data was accomplished in the month of October of 2008 through a questionnaire. The data were analyzed in agreement with the revised literature. We found that the propaganda more used by the companies was the communication mouth to mouth. About to the marketing practices, 14 companies make research to foresee demand, in 15 companies the employees already went by some training, 20 companies possess the customers' database, 12 companies call the customer of times in times with suggestions to use the product better or to offer new products and for 09 companies to acquire new customers is as important as to maintain the old customers. Those companies are still crawling, tends in view they be more centered in the product that in the customer, seeing the price as the tool of larger attraction.