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- W1533248007 abstract "ResumoA influencia dos vendedores de varejo no processo de decisao de compra do consumidor afeta diretamente as vendas. Por essa razao, manter bom relacionamento com esse publico e essencial para os fabricantes de produtos, especialmente no varejo multimarca. O objetivo neste artigo e analisar como as acoes de relacionamento sao aplicadas pelos fabricantes e percebidas pelos vendedores varejistas da perspectiva do marketing de relacionamento. Para isso, foi feita pesquisa bibliografica, alem de pesquisa de campo envolvendo entrevistas em profundidade com fabricantes e vendedores de redes varejistas do setor de eletrodomesticos. Muito embora sejam rotuladas de acoes de relacionamento, a maior parte das acoes praticadas pelos fabricantes junto aos vendedores do varejo consiste em campanhas promocionais de vendas. Essas acoes apresentam efeito efemero e sao aplicadas para resolucao de problemas pontuais de vendas pontuais, o que nao contribui para a formacao de relacionamento mais consistente entre fabricantes e vendedores. Os resultados a que se chegou neste estudo indicaram que o relacionamento entre fabricantes e vendedores nao e ruim, mas esta distante do conceito de marketing de relacionamento. Na conclusao sao apresentadas possibilidades para se estabelecer um programa de relacionamento junto aos vendedores varejistas. Palavras-chave: Marketing de relacionamento, varejo e venda pessoal Abstract Sales are directly affected by the influence of retailing sellers in the process of consumer purchase decision. For this reason, a good relationship with them is essential to manufacturers mainly in the retailing. The objective of this work is to analyze how relationship activities are developed by manufacturers and how they are perceived by sellers from the perspective of relationship marketing. Therefore, a bibliographic research was made complemented by a field research where in depth interviews were taken with electronic appliances manufacturers and retailing sellers.Although most of activities are merely sales promotion, they are labeled by manufacturers as relationship activities. The activities have just a short term effect and are applied to punctual sales problem what not contribute to build a more solid relationship among manufacturers and sellers. In this study the results show that the relationship is not bad, but is far from the concept of relationship marketing. Finally, to close the article, some relationship programs to retailing sellers are suggested.Key words: Relationship marketing, retailing, personal selling" @default.
- W1533248007 created "2016-06-24" @default.
- W1533248007 creator A5029987785 @default.
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- W1533248007 date "2006-01-01" @default.
- W1533248007 modified "2023-09-25" @default.
- W1533248007 title "Marketing de relacionamento entre fabricantes e vendedores do varejo" @default.
- W1533248007 doi "https://doi.org/10.20946/rad.v8i1.462" @default.
- W1533248007 hasPublicationYear "2006" @default.
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