Marketing de relacionamento: uma abordagem entre a relação do produtor e a grande rede varejista de supermercado

Abstract

This work has an exploratory study about the relation business to business, from the manufacturer and the supermarket retailer, as well how the relationship marketing have been using in this relation. The analisys starts with the concept of marketing, with an overview about the stages of it, as well, shows the evolution of the retail commerce, and why it has the power in the negotiation business in these days. By the way, there is a concept of relationship marketing and some tools frequently used in this work, ECR and Trade Marketing for example. To realize this work, interviews were made with two companies, that are doing a very good job in yours segments, increasing the relationship with your clients, the retailers. The companies are Bettanin Industrial S/A and Pena Branca Avicultura S/A. The importance of the role of this experience, is reported in this work. Finally, some concluding statements and perspectives about the relationship marketing are suggesting, originating from the informations of the interviews, and the accompaniement of the job from sales team of these companies, as well from the literature examined