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Estratégias de marketing al centro médico cemedefa salud del cantón Yaguachi, periodo 2022
| dc.contributor.advisor | Muñoz Chavez, Gladys Gabriela | |
| dc.contributor.author | Ordoñez Soria Deyonaira Deyalith | |
| dc.date.accessioned | 2023-11-12T21:12:44Z | |
| dc.date.available | 2023-11-12T21:12:44Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15234 | |
| dc.description | The objective of this case study is to analyze the marketing strategies of the Medical Health Center CEMEDEFA SALUD, in the period 2022. From objective and subjective perspectives, it is established how its marketing strategies have influenced the decline in visits from users looking for solutions. to their health problems. It begins with the analysis of its promotional methodology, implementation of digital resources and customer service. It should be noted that the focus of this research focuses on the marketing activities carried out by the medical center of the Yaguachi canton in the period 2022. To obtain results, a mixed methodology is applied, since qualitative and quantitative techniques are implemented. , such as: survey and interview. In this context, this project is supported by the descriptive and deductive method, since we seek to obtain a much broader vision of the situation experienced by the medical center. This research project is of profound relevance for many companies that require taking into account marketing strategies or the creation of brand image. The direct beneficiaries are the managers and administrative staff, while the indirect beneficiaries are the patients and the community. In turn, it is defined as a non cross-sectional research, because it does not receive financial aid from any allied institution. | es_ES |
| dc.description | The objective of this case study is to analyze the marketing strategies of the Medical Health Center CEMEDEFA SALUD, in the period 2022. From objective and subjective perspectives, it is established how its marketing strategies have influenced the decline in visits from users looking for solutions. to their health problems. It begins with the analysis of its promotional methodology, implementation of digital resources and customer service. It should be noted that the focus of this research focuses on the marketing activities carried out by the medical center of the Yaguachi canton in the period 2022. To obtain results, a mixed methodology is applied, since qualitative and quantitative techniques are implemented. , such as: survey and interview. In this context, this project is supported by the descriptive and deductive method, since we seek to obtain a much broader vision of the situation experienced by the medical center. This research project is of profound relevance for many companies that require taking into account marketing strategies or the creation of brand image. The direct beneficiaries are the managers and administrative staff, while the indirect beneficiaries are the patients and the community. In turn, it is defined as a non cross-sectional research, because it does not receive financial aid from any allied institution. | es_ES |
| dc.description.abstract | El presente estudio de caso tiene como objetivo analizar las estrategias de marketing del centro de salud Médico CEMEDEFA SALUD, en el periodo 2022. Desde perspectivas objetivas y subjetivas se establece como sus estrategias de mercadeo han incidido en el declive de visitas de usuarios que buscan soluciones a sus problemas de salud. Se inicia con el análisis de su metodología promocional, implementación de recursos digitales y el servicio de atención al cliente. Cabe destacar, que el enfoque de esta investigación se centra en las actividades de mercadeo que realiza el centro médico del cantón Yaguachi en el periodo 2022. Para la obtención de resultados se aplica una metodología mixta, puesto que se implementan técnicas de carácter cualitativo y cuantitativo, como: encuesta y entrevista. En este contexto, este proyecto se encuentra apoyado por el método descriptivo y deductivo, dado que buscamos obtener una visión mucho más amplia de la situación que vive el centro médico. Este proyecto de investigación es de profunda relevancia, para muchas empresas que requieren de tomar en constancia las estrategias del marketing o la creación de imagen de marca. Los beneficiarios directos son los directivos, el personal administrativo, mientras que los beneficiarios indirectos son los pacientes y la comunidad. A su vez, se define como una investigación no trasversal, porque no recibe ayuda económica de alguna institución aliada. | es_ES |
| dc.format.extent | 36 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | 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 | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Mercadeo | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Recursos digitales | es_ES |
| dc.title | Estratégias de marketing al centro médico cemedefa salud del cantón Yaguachi, periodo 2022 | es_ES |
| dc.type | bachelorThesis | es_ES |
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