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FONSECA, Priscila Kelly de Araújo. Green marketing as an advantage for the company<br />
M.C. Briquetes. Unipê, João Pessoa – PB, 63 p., 2008.<br />
ABSTRACT<br />
Marketing is something fundamental for companies that desire to adapt themselves to market<br />
changes and to attend in the best way possible the necessities and desires of the consumers.<br />
Due to the great competitiveness of the business world, organizations must search new<br />
marketing tools and strategies if they want to obtain advantage and differentiation in the<br />
market. On account of that, appears the green marketing, a tool capable of sustaining the<br />
company image, spreading her with a new market vision, excelling an ecologically correct<br />
differentiation to the society. In this manner, this study had as main objective to understand<br />
the green market as a competitive advantage for the company M.C. Briquetes, and as specific<br />
objectives, to identify which green marketing strategies are used by the company; to evaluate<br />
the company´s client profile; and to check if the client perceives green marketing actions<br />
made by the firm. For that, it were used quantitative and qualitative approachs in an<br />
exploratory and descriptive way, throughout questionnaires made with the company’s<br />
customers and an interview with M.C. Briquete’s owner. Analyzing all data collected, it<br />
follows that green marketing can improve the company’s image before society and lead to the<br />
gain of an competitive advantage in the market.<br />
Key-words: Marketing. Green marketing. Ecologically correct. Competitive advantage.