Marketing social: uma análise das ações realizadas por supermercados

Abstract

The growing concem about social problems came to be seen as opportunity in the organizational context, acting impact on the goals, strategies and the very meaning of enterprise, emerging thus corporate social responsibility. The social marketing leads to the social responsibility and, therefore, it is confused with the very social responsibility. Currently, there are an increasing number of companies adopting practices of social marketing in order to obtain competitive advantages in the market, through gains in image, sales, profitability, advertising, tax incentives, employee productivity and social gains by the change of behavior society. The objectives of the survey are: to know the social activities conducted by a network of supermarkets in Ceará and to check how is made the rneasurement of return obtained after participation in these actions. The research is in the exploratory type, method of case study, by means of semi-structured interview, in a known local business: Mercadinhos São Luiz. To complement the information received, Super Rede is also researched. The case study presented seeks to check which will reward companies for socially responsible, checking each of the aforementioned gains.