Costa Filho, Bento Alves da2024-03-182024-03-182015PAULA, Paula Oliveira de. Posicionamento de marketing:Estudo exploratório do posicionamento de marketing de sistema Sicoob frente á micro e pequena empresa em Goiânia. 92 f. Dissertação (Mestrado Administração ) - Faculdades Alves Farias, 2015https://repositorio.unialfa.com.br/handle/123456789/293This study aims to observe the marketing positioning through methods and procedures with the customer perception survey researched overview of the reference to the analysis of knowledge. The analysis view is the perception of the client and not the client, Small and Medium Enterprises - MPE - Credit unions SICOOB system in Goiania from the assumption that the MPE is not influenced by marketing attitude adopted by the Sicoob System in the process of choice of access to financial services. For this, we used the survey method through the use of questionnaires on a convenience sample. The theoretical framework involves an overview of the credit union, their differences in relation to banks, brief overview of micro and small business, target audience of this study, and marketing positioning concepts. The field survey results and the theoretical framework show that the hypothesis of the work can be accepted as valid, that is, although the Sicoob system has in their regulatory frameworks increasingly favorable outlook for greater performance with the public entity among them, the micro and small business, and although it has a specific marketing positioning, this positioning is not perceived by the MPE, the focus of this study, as a factor of influence in the choice of financial services.ptcooperativismo de créditomicro e pequena empresaposicionamento de marketing