A importância dos componentes de marketing para alcançar o mercado alvo: um estudo no setor hoteleiro das regiões oeste e sudoeste do Paraná

• Ano de defesa: 2014
• Autor(a) principal: Kinzler, Lindomar
• Orientador(a): Mioranza, Claudio
• Banca de defesa: Leismann, Edison Luiz , Brun, Sergio Adelar
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual do Oeste do Parana; Francisco Beltrão
• Programa de Pós-Graduação: Programa de Pós-Graduação em Gestão e Desenvolvimento Regional
• Departamento: Centros de Ciências Sociais Aplicadas
• País: BR
• Palavras-chave em Português: Cluster; Composto; Hotel; Marketing
• Palavras-chave em Inglês: Cluster; Composite; Hotel; Marketing
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS
• Link de acesso: http://tede.unioeste.br:8080/tede/handle/tede/989

Organizations have used the traditional marketing mix to reach the target market and thus sell more. However, created in the 50s, the compound has four components: price, place, product and promotion, appears to be an insufficient approach to achieve the intended purpose. Appeared then, based on the concepts of the literatures, the interest in evaluating other components that might be important to integrate and form a new compound. Therefore, this work through an exploratory study as more assertive method to achieve your goal, sought to evaluate the degree of importance of the four traditional elements that make up the marketing mix, compared with six others, viz: Person, process , test physics, research, planning and placement. So much for the marketing mix for the hospitality industry and for other industries. The methodological procedures sought at all times comply with the assumptions of scientific rigor, while recognizing that science is a process of continuous construction. For that we adopted the deductive method with mixed approach. Still elaborated a structured collection of empirical information from managers of hotels, which after its validity by the pre-test were applied in the hotels of the cities of Francisco Beltrão and Cascavel questionnaire, belonging respectively to the Southwest and West regions of Paraná. To check the reliability of the data collected from the Cronbach Alpha test was performed. Subsequently were tabulated and assessed through exploratory multivariate analysis technique known as cluster analysis and also by correlation analysis. After analyzing and interpreting the data, it was possible to observe and compare the importance of the ten components of marketing reviews, which together enable it should expand the traditional marketing mix.