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Estrategias de publicidad de Anthony Market de la ciudad de Babahoyo
| dc.contributor.advisor | Huilcapi Masacon, Nora | |
| dc.contributor.author | Celi Henriquez, Wilson Alexander | |
| dc.date.accessioned | 2021-11-19T20:39:05Z | |
| dc.date.available | 2021-11-19T20:39:05Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/10621 | |
| dc.description | Advertising strategies are a fundamental resource used by companies through different communication channels to effectively convey why their customers should consume their products compared to those of the competition. The objective of this case study is to analyze how the commercial management of the Anthony Market company is carried out with respect to the design and establishment of advertising strategies, which are important to achieve a greater positioning in the market of the city of Babahoyo. The methodology used for the development of the research has a descriptive scope; In addition, the deductive and inductive methods were used and an interview was applied to the administrative staff with questions related to the subject of analysis. The results of the investigation allowed to know that the commercial establishment Anthony Market has flaws in the development of commercial strategies; furthermore, there is no marketing management that contemplates the standardized design of effective advertising strategies that capture the attention of the consumer market. The study allowed to conclude that in the commercial Anthony Market the necessary advertising strategies are not applied to increase the level of sales, which is mainly due to the bad commercial management carried out by the company's administrators; situation that affects its profitability. | es_ES |
| dc.description | Advertising strategies are a fundamental resource used by companies through different communication channels to effectively convey why their customers should consume their products compared to those of the competition. The objective of this case study is to analyze how the commercial management of the Anthony Market company is carried out with respect to the design and establishment of advertising strategies, which are important to achieve a greater positioning in the market of the city of Babahoyo. The methodology used for the development of the research has a descriptive scope; In addition, the deductive and inductive methods were used and an interview was applied to the administrative staff with questions related to the subject of analysis. The results of the investigation allowed to know that the commercial establishment Anthony Market has flaws in the development of commercial strategies; furthermore, there is no marketing management that contemplates the standardized design of effective advertising strategies that capture the attention of the consumer market. The study allowed to conclude that in the commercial Anthony Market the necessary advertising strategies are not applied to increase the level of sales, which is mainly due to the bad commercial management carried out by the company's administrators; situation that affects its profitability. | es_ES |
| dc.description.abstract | Las estrategias de publicidad son un recurso fundamental empleado por las empresas a través de diferentes canales de comunicación para transmitir de forma efectiva el por qué sus clientes deben consumir sus productos con respecto a los de la competencia. El presente estudio de caso tiene como objetivo analizar cómo se realiza la gestión comercial de la empresa Anthony Market con respecto al diseño y establecimiento de estrategias de publicidad, las cuales son importantes para lograr un mayor posicionamiento en el mercado de la ciudad de Babahoyo. La metodología empleada para el desarrollo de la investigación posee un alcance descriptivo; además se utilizó los métodos deductivo e inductivo y se aplicó una entrevista dirigida al personal administrativo con preguntas relacionadas a la temática de análisis. Los resultados de la investigación permitieron conocer que el establecimiento comercial Anthony Market posee falencias en el desarrollo de estrategias comerciales; además, no existe una gestión de marketing que contemple el diseño estandarizado de estrategias publicitarias efectivas que capten la atención del mercado consumidor. El estudio permitió concluir que en el comercial Anthony Market no se aplican las estrategias de publicidad necesarias para incrementar el nivel de ventas, lo cual principalmente se debe a la mala gestión comercial que realizan los administrativos de la empresa; situación que incide en la rentabilidad de la misma. | es_ES |
| dc.format.extent | 26 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing | es_ES |
| dc.subject | Gestión comercial | es_ES |
| dc.subject | Plataformas digitales | es_ES |
| dc.subject | Estrategias de publicidad | es_ES |
| dc.title | Estrategias de publicidad de Anthony Market de la ciudad de Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
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