%0 Journal Article
%T MODERN MARKETING CHARACTERISTICS AND THE POST-MODERN KICK-STARTING OF CONSUMER BEHAVIOUR: CRITICAL ANALYSIS OF THE PROPOSED POSITIONING USING THE MEETING POINTS THEORY DOI: 10.5585/remark.v9i2.2160 CARACTER赤STICAS DO MARKETING MODERNO E P車S-MODERNO RELATIVAS AO COMPORTAMENTO DO CONSUMIDOR: AN芍LISE CR赤TICA DAS ESTRAT谷GIAS DE POSICIONAMENTO PROPOSTAS PELA TEORIA DO MEETING POINTS DOI: 10.5585/remark.v9i2.2160
%A Roberto Bazanini
%A Renato Zanuto
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v9i2.2160
%X Because of the vertiginous advances associated with the market globalization phenomenon in the fields of information technology and communication processes, traditional theories of consumer behaviour find it difficult to explain, in a satisfactory manner, mechanisms that rule the market, mainly segmentation-related concepts and reference groups. Since the 1930＊s, when Marketing became an autonomous discipline born from the theory of administration, numerous concepts have emerged referring to the usage of modern and postmodern theories related to the positioning strategies in the multidimensional search for consumer behaviour in contemporary society. The objective of this study was, through a qualitative research and convenience sampling undertaken with the associates of ADVB/FBM and participants of the Marketing Professionals Meeting, held in Sao Paulo, t attempt to evaluate the relevance of one of the postmodern theories, the Melting points theory. A questionnaire was the means adopted to collect all the data. It was instructed based on the thirteen assertions of Gerken, which were converted into thirteen punctual statements as variable components. The results of this field research lead to a latent variable, pointing to the non-agreement of the interviewed professionals regarding the presented dictations and, consequently, the irrelevancy of positioning strategies proposed by the Melting Point theory concerning the market＊s actual practice. Em decorr那ncia dos avan os vertiginosos nos campos da tecnologia da informa  o e nos processos de comunica  o, e do fen meno da globaliza  o dos mercados, as teorias tradicionais do comportamento do consumidor encontram dificuldades em explicar satisfatoriamente os mecanismos do mercado, mormente nos conceitos relacionados 角 segmenta  o do mercado e nos grupos de refer那ncia. Desde a d谷cada de 30, quando o marketing passou a constituir disciplina aut noma em rela  o 角 teoria da administra  o, surgiram in迆meras concep  es referentes ao emprego das teorias modernas e p車s-modernas relativas 角s estrat谷gias de posicionamento presentes na busca pluralista pelo comportamento do consumidor em nossa contemporaneidade. Por meio de pesquisa de natureza qualitativa e amostra por conveni那ncia com os associados da ADVB/FBM e participantes do Encontro de Profissionais de Marketing, realizado em S o Paulo, buscou-se avaliar a pertin那ncia de uma das teorias p車s-modernas, fundamentada solidamente em termos te車ricos: a teoria dos Meeting Points. O instrumento de coleta de dados utilizado foi a aplica  o de question芍rio com quest es es
%K Melting Points Theory
%K Positioning Strategies
%K Marketing.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2160