The term "marketing" was coined after the end of World War II, during the period in which the reconstruction of the economies of European countries, particularly those who had their territories most affected by armed conflict, is in the process. The reconstruction insofar as it was led by the U.S., produced clear benefits for organizations in the U.S., which could expand its proceedings in those countries, as provided by the Marshall Plan, designed as legitimating and the governor of that expansion.

The study of marketing evolution is very important as a subject of monographs and essays. According to Alpha Monografia Pronta de Administração, this study opens a lot of doors in other marketing fields

The post-war saw not only the growth of these organizations, but also the emergence of a new type of consumer, more demanding, and immediately available to take more and better living conditions through the consumption of products and services. The consumer can say, arise from changes in the world caused by the appreciation of the destructive power of war. The Europeans, for example, live in an area between the U.S. and the USSR (then), has become more aware of the threat of a possible nuclear war, surprised with Europe as the main victim.

This awareness led to expressions of civil society movements contraculturais year 50/60, which showed changes in patterns of life and consumption of force in the nineteenth and early twentieth century, which supported projects life and long-term recovery of savings, with a view to the accumulation of assets to be transmitted to offspring. The man post-war values most immediate comfort and pleasure of life, and is in progress and technological products resulting in the media for their achievement.

In view of this new consumer organizations have to worry about knowing better, investigating their motives for buying. The American universities, the realization of this new demand, incorporate into their courses to business (Business Administration), disciplines that promotes the search and analysis of customer / consumer.

Grow hence, the disciplines devoted to studying the market, bringing in a whole new specialty, Mercadologia. These transformations occur at the beginning of the 50.

Over time, "Mercadologia" is now perceived by scholars as limited, to signify the study of the market. The scholars began using the term "marketing", to use the broader term Market (Mercado), with the suffix of signalling that everything that could be linked to the market would be in (including) in Marketing. This was all Research, New Product Development, Product Management, Sales Logistics, Precificação, control Sales, Advertising and so forth.

At the beginning of the decade, 60, Jerome McCarthy introduced the concept of the 4 Ps: product (Product), Price (Price), Place (place or point of venda) and promotion (promotion), to characterize the "mix" Marketing. In other words, the 4 Ps were introduced four basic variables that comporiam the market strategy of a company in the electronics industry.

We can say that all institutions, whether organized or profit, are based in the 4 Ps of interaction with the market. The adequacy of the product / service, price / remuneration of Points venda / distribution and promotion / publicity to the demands and expectations of the market and its segments are the key concerns of any organization.

The consolidation of these bases, we arrive at an adjustment latest and most complete of the 4 Ps, who came to be defined: product, price, distribution and communication. The adjustment took place in the field of socio-political transformation in the marketplace, especially from the 80's, with the proposal neoliberal Reagan and Tatcher, leading to a retreat from controversial policies to promote cultural and economic factors determinants, with the consequent drift and emptying the ideological and partisan divisions right / left.

The growth of economic competitiveness and the implementation of the neoliberal model of market, whose performance diluted boundaries and national borders (globalization), absorbed the conflicts that marked the 60 and 70.

The new challenge is in the process of venda of products / services, or to identify where are the consumers, their expectations, the points should be valued on products, the choice of suppliers.

In the evolutionary process of marketing, its development was accelerated when the focus of organizations went to the final consumer. The basic question that arises here are uncertainties about the best decision to optimize the process of achievement, satisfaction and customer retention.

The moment of decision for a company in the electronics industry in which their attitudes are reflected in a future his brief moment of truth, over consumers. In fact, the proposal of the leaders, ahead of the organizations, is to assemble a body of knowledge to understand the logic of the market moves in order to take sides in obtaining knowledge of the market. This intelligent vai represent a diffusion of knowledge in relation to competitors.

It is a fact that if a company in the electronics industry there has been no effective action on the information available, unable to maintain over time the intelligence structure and become less competitive.

The main challenge of marketing is the difficulty of transforming the strategic information on operational activities that help organizations on a daily basis. What we can clearly see that the process of seeking knowledge in marketing is closely linked with the sense of opportunity, because if that knowledge is not capitalized when appropriate, were lost rapidly over time.

The transformation of knowledge into a process of intelligence in Marketing presupposes the existence of a group or even a leader, which is equipped with technology to collect data and compile analyses and have the ability to agilely identify market opportunities.

The main function of marketing is the executive decision-making with the greatest possible success rate. The choice of strategy to adopt, may reflect the personal guidance of the principal executives of the company in the electronics industry. Organizations that have characteristics of prospecting, sales leverage, they tend to be run by people of Marketing.

In an environment predominantly negative, the organizations tend to adopt strategies that will lead to an attitude of survival. Moreover, the environment is predominantly positive in favour of strategies typical of an attitude of development. When there is a predominance of the strong, along with threats, the most appropriate strategies are those that foster an attitude of maintenance. Finally, strategies that characterize an attitude of growth are adequate to the situation of prevalence of opportunity, together with strong. (Oliveira, 1988).

A classification of strategic posture is recommended by Oliveira (1988), in each of the types of situations:

Strategic Positioning of survival

Cost savings: strategy used in recessionary times; Desinvestimentos: in various organizations, is the venda or deactivation of less profitable product lines.

Liquidation of the company: when there is no other way out of a business that is in its phase of decline in life.

Positioning strategic development

Market development: the expansion of the billing through the exploration of new markets.

Development of products and services

Diversification: the entry into new businesses

Strategic Positioning maintenance

Strategy niche: the search area of a niche market

Strategy specialization: the concentration of efforts on one or a few products / services.

Since the position of strategic growth

Strategy innovation: the anticipation in the face of competition in the development and launch of new products / services.

Strategy expansion: growth in the market today with the same product.

Strategic alliances:

Internationalization: the search for new markets outside the country.

Joint Venture - partnership between the two organizations to enter a new market with a new product.

Strategy merger combining two or more companies generating new businesses in the electronics industry.

Based on this study Oliveira (1988), we believe that developing a competitive strategy for a company in the electronics industry is, in most cases, the result of a systematic process of elimination information, trend analysis , Defining actions, the definition of procedures for implementation and monitoring. This is the strategic planning process that leads to the formulation of a strategic plan to be implemented by the administration of Marketing.

Here Recomeçar our questions:

That is our customer? That should be our customer?

What is our product / service? What should our product / service?

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