GEOMARKETING COMO FERRAMENTA DE MARKETING ESTRATÉGICO: ANÁLISE GEOESPACIAL DO CONSUMO DE COMBUSTÍVEL NO ESTADO DO MATO GROSSO.

This work has as main objective to analyze the factors associated with the Geomarketing process in the decision making of the enterprises surveyed in the state of Mato Grosso. In order to identify the profile of the enterprises surveyed, quantify the main factors that influence the market management of fuel stations, measure aspects related to the Geomarketing used by the enterprises, qualify the Geomarketing and its use for decision making. Table were generated with the results obtained through questionnaires applied to the owners of the fuel stations and it was possible to reach the presumed objectives, being able to point and map important aspects for the insertion and solidification of the companies in the state of Mato Grosso. It was identified the situation and the economic evolution of the locality in question, so it was possible to verify the importance of the location for strategic decisions of the organizations. Before the elaborated maps and through the analyzes developed with several variables confronting and crossing various information, it was possible to keep in mind a location plan according to the activity segment. In this way, Geomarketing allows to mark the actions and projects of expansion and contributing to obtain return on the investment made. [ABSTRACT FROM AUTHOR]