A marketing activities analysis of wooden panel’s companies in two latin american countries.

Abstract

The present study intended to analyze marketing characteristics developed by companies in the wooden panels market of two latin American countries. As each market has its peculiarities, it became necessary to identify the main characteristics of those markets; to evaluate the level of knowledge in relation to the marketing activities to be executed and to verify which marketing activities the executives of those companies are more sensible to the application. The theoretical referential embraced concepts of marketing; marketing mix; segmentation; planning; marketing business-to-business; international marketing and external trade. For accomplishment of the objectives, a descriptive and qualitative exploratory research was realized; having as data collection instrument the semi-structured interviews applied to the five executives of the import companies of wooden panels, being three companies of Peru and two of Cuba. The data were analyzed through the subjective interpretation of the interviews that made possible to identify and to analyze the characteristics of those markets.