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mso-ascii-font-family:Arial; mso-hansi-font-family:Arial; font-weight:bold; mso-bidi-font-weight:normal;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoBodyText"><span>Resumo</span></p> <p class="MsoBodyText"><span style="font-weight: normal;">A economia globalizada determinou alterações profundas no processo estratégico das empresas, propiciando oportunidades e ameaças em todos os segmentos e exigindo produtos e serviços competitivos. Assim, diante deste cenário extremamente desafiador, a função marketing dentro das empresas assume maior importância no desenvolvimento de vantagens competitivas sustentáveis e na redução das incertezas. Muitos autores consideram que a orientação para o mercado seja a essência da filosofia empresarial que leva ao sucesso nesta luta pelos mercados porque investiga desejos e necessidades do consumidor. Este artigo faz uma contextualização dos principais trabalhos que colaboraram para a estruturação do conceito de marketing e da orientação para o mercado.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;"> </span></p> <p class="MsoBodyText"><span style="font-weight: normal;">Palavras-chave: conceito de marketing; estratégia de marketing; orientação para o mercado.</span></p> <p class="MsoBodyText"><span style="font-weight: normal;"> </span></p> <p class="MsoBodyText"><span lang="EN-US">Abstract</span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: " lang="EN-US">The global economy determined deep changes in the companies’ strategic process, providing opportunities and threats in all segments and demanding competitive products and services. Therefore, the marketing function in the organizations takes greater importance in the development of sustainable competitive advantages. Many authors consider the market orientation as the essence of the business philosophy that leads to the success in the fight for markets because it investigates the consumer’s desires and necessities. This article analyzes the main works that contribute for construction of marketing concept and market orientation. </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: " lang="EN-US"> </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-family: " lang="EN-US">Key Words:<strong> </strong></span><span style="font-family: " lang="EN-US">marketing concept; marketing strategy; market orientation.</span></p>
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