Marketing e a geração de valor: um estudo aplicado à geração de demanda para o transporte coletivo de Cuiabá e Várzea Grande

Abstract

This research aimed to develop a project aimed at increasing passenger demand from Cuiabá and Várzea Grande. To develop various research tools, articles, magazines, books, reports), as detailed in the above references, in the search for materials from various sources and collected. In order to deepen and better understand the perception of the target audience, research was needed through three focus groups: frequent users of public transport, intermittent users and non-users. With the need to collect actual data and thus achieve proposed results, that is, make it possible as improvements accessible to the customer according to perspective, reducing demand. Respect the rights of urban mobility and access, make a planning that ensures brand strengthening, repositioning the organization of integrated mobility platforms, seeking accessibility and sustainability through innovations.