[pt] Esta dissertação estuda, sob a perspectiva do marketing, a exclusão da
população de baixa renda dos sistemas de trocas comerciais ao longo da história.
Usando os três padrões de integração de Polanyi - reciprocidade, redistribuição e
troca de mercado - investiga de que forma o pobre se relaciona com a sociedade e
como interage no sistema econômico. A análise se concentra na Grécia Clássica,
Roma Antiga, Paris Medieval e regiões da Europa Ocidental no início da Idade
Moderna. Os resultados sugerem que os pobres sempre estiveram à margem das
atividades de marketing, excluídos dos processos de troca, sem possibilidade de
manifestar suas necessidades e desejos conforme propõe a teoria do
comportamento do consumidor. Sugere também que o marketing, por ter a
capacidade de fazer o vínculo entre a micro e macro análise, pode contribuir para
o entendimento da exclusão da população de baixa renda dos sistemas de trocas
comerciais, tanto em problemas revelados na história quanto em situações
contemporâneas. Portanto, o marketing, quando lida com o comportamento do
consumidor, produz conceitos e análises que ajudam a olhar o pobre como
indivíduo, da mesma forma como considera o consumidor no mundo atual. / [en] Starting from the premise that poverty has always existed and has never
been resolved; this dissertation examines, from a marketing perspective, the
exclusion of the low-income population from trading systems over the course of
history. This paper investigates how the poor lived and interacted with
social/political/economic systems, using the exchange patterns of Karl Polanyi:
reciprocity, redistribution and market exchange. The following regions and
periods are drawn on as examples: Classical Greece, between the fifth and fourth
centuries before Christ; ancient Rome, during the first four centuries after Christ;
medieval Paris in the thirteenth century; parts of Western Europe in the early
modern age, between 1320 and 1420. Initially, the study advances two postulates.
First, that by placing marketing in a historical perspective of poverty, an
understanding is achieved that until now was considered unlikely or superfluous.
Thus, the importance is stressed, not of rewriting history, but of venturing a look
at the low-income consumer from the perspective of marketing. This means,
specifically, repositioning the poor as the central unit of analysis, following
standard practice in the discipline of marketing. Second, it assumes that by giving
the poor a voice to manifest themselves as consumers, an imported door is opened
to marketing becoming present in studies of poverty. The contemporary, so-called
subjective approach, proposes just that and is allied to the multidimensional view
of poverty that transcends income in order to identify poverty and exclusion.
| Identifer | oai:union.ndltd.org:puc-rio.br/oai:MAXWELL.puc-rio.br:17977 |
| Date | 12 August 2011 |
| Creators | ALESSANDRA BAIOCCHI ANTUNES CORREA |
| Contributors | PAULO CESAR DE MENDONCA MOTTA |
| Publisher | MAXWELL |
| Source Sets | PUC Rio |
| Language | Portuguese |
| Detected Language | English |
| Type | TEXTO |
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