Análise das estratégias de marketing nas construções de edifícios no centro de Curitiba

Abstract

The main premise was the approach and subsequent study of the marketing strategies adopted by developers in buildings that are under construction in downtown Curitiba. The methodology comprised mapping the region and apply questionnaires specific to employees of the companies identified with developments under construction in the region studied. Parse and concatenate the information obtained on the pretext of observing the different assumptions in the planning of the construction market and what the most effective marketing strategies in the sale of residential apartments. Essentially, a full marketing management taking as basis the marketing mix with its 4 P's considers evaluation of interference in the quality and performance of the residential units delivered, the finalization of values accepting environmental licenses and loss of potential constructive expense of increasing the final price, the geographic market deployment that enables the end resident access to nearby urban public transportation or maximum radius for going on foot and enhancement of the ecological and sustainable measures taken during the project, the work and maintenance assist in building maximum performance of buildings.