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Estrategia de marketing en la librería y papelería Continental
| dc.contributor.advisor | Rodríguez Gómez, María Alexandra | |
| dc.contributor.author | Gordillo Veliz, Nadia Silvana | |
| dc.date.accessioned | 2020-04-30T22:03:55Z | |
| dc.date.available | 2020-04-30T22:03:55Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/7553 | |
| dc.description | The subject of this work focuses on Marketing strategies for the Continental bookstore and stationery, a micro-business created a little over 20 years ago, and which is located in the center of the city of Ventanas. In this sense, it presents as a general objective the "Determine marketing strategies to increase sales and improve the competitiveness of the bookstore as well, it is framed that Qualitative and quantitative research was carried out, being used as a method for collecting information, for this it was It is necessary to apply interviews and surveys to the inhabitants of the city of Ventanas as well as to the members of the company. The analysis of the surveys allows to know how the behavior of the clients is at the time of making the purchase, where said company must take preventive measures to satisfy the market niche. After the investigation, it was determined that this company did not have a sales strategy or websites that would inform the community about products, promotions, payment methods, etc. That is why we suggest the implementation of functional marketing strategies that deal with the 4p's that are: price, product, place and promotion, with special emphasis on price attention to retain customers by helping to position themselves in the market. | es_ES |
| dc.description | The subject of this work focuses on Marketing strategies for the Continental bookstore and stationery, a micro-business created a little over 20 years ago, and which is located in the center of the city of Ventanas. In this sense, it presents as a general objective the "Determine marketing strategies to increase sales and improve the competitiveness of the bookstore as well, it is framed that Qualitative and quantitative research was carried out, being used as a method for collecting information, for this it was It is necessary to apply interviews and surveys to the inhabitants of the city of Ventanas as well as to the members of the company. The analysis of the surveys allows to know how the behavior of the clients is at the time of making the purchase, where said company must take preventive measures to satisfy the market niche. After the investigation, it was determined that this company did not have a sales strategy or websites that would inform the community about products, promotions, payment methods, etc. That is why we suggest the implementation of functional marketing strategies that deal with the 4p's that are: price, product, place and promotion, with special emphasis on price attention to retain customers by helping to position themselves in the market. | es_ES |
| dc.description.abstract | El tema del presente trabajo se centra en estrategias de Marketing para la librería y papelería Continental una microempresa creada hace algo más de 20 años, y que está ubicada en el centro de la ciudad de Ventanas. En este sentido, presenta como objetivo general el “Determinar estrategias de marketing para incrementar las ventas y mejorar la competitividad de la librería así mismo, se enmarca que se realizó investigación Cualitativa y cuantitativa, empleándose como método para la recolección de información, para ello fue necesario aplicar entrevistas y encuestas a los habitantes de la ciudad de Ventanas como a los miembros de la empresa. El análisis de las encuestas permite conocer como es el comportamiento de los clientes al momento de realizar la compra, en donde dicha empresa deberá tomar medidas preventivas para satisfacer el nicho de mercado. Luego de la investigación se determinó que, ésta empresa no contaba con un estrategias de venta, ni con sitios web que informaran a la comunidad acerca de los productos, promociones, formas de pago, etc., Es por ello que se sugiere la implementación de estrategias de marketing funcional que tratan acerca de las 4p’s que son: precio, producto, plaza y promoción, haciendo un énfasis especial en la atención del precio para fidelizar clientes ayudando a posicionarse en el mercado. | es_ES |
| dc.format.extent | 27 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo, UTB - FAFI 2020 | 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 | estrategias de marketing | es_ES |
| dc.subject | Ventas | es_ES |
| dc.subject | competitividad | es_ES |
| dc.subject | mercado | es_ES |
| dc.title | Estrategia de marketing en la librería y papelería Continental | es_ES |
| dc.type | bachelorThesis | es_ES |
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