CARACTERIZAÇÃO DAS ESTRATÉGIAS DE MARKETING ADOTADAS PELA COOPERATIVA COMIGO-UNIDADE DE IPORÁ-GO

Abstract

In view of the fact that marketing has become an advent of the postmodern world, with this the corporate space has expanded and with this the cooperativism has gained space by growing service transactions and meeting the needs of members. With the current market development, organizations are focusing on customer desires, it is not enough to offer products and / or services, and it is necessary to know what the customer wants. The present work aims to characterize the marketing strategies adopted by the COMIGO Cooperative - Iporá Unit - Goiás. The field research was composed of a diagnosis with a qualitative approach, and an exploratory nature and semi-structured interview, carrying out a bibliographic review in which addresses the definition of marketing as well as cooperativism. Therefore, it was found that the marketing techniques, as well as the actions that the COMIGO cooperative develops at the Iporá Unit, such as field days, specialized technical assistance to the members, differentiated forms of payment, bring numerous benefits to members. It is concluded that the COMIGO agricultural unit - Iporá Unit executes an efficient marketing program bringing profitability to the Unit.