Estrategias de marketing en innova centro Cerámico Babahoyo 2 de la ciudad de Babahoyo, periodo 2022.
| dc.contributor.advisor | lozano Chaguay, Luis | |
| dc.contributor.author | Palacios Vargas, Dayana Yamilet | |
| dc.date.accessioned | 2023-10-27T16:18:01Z | |
| dc.date.available | 2023-10-27T16:18:01Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14852 | |
| dc.description | The research was carried out at INNOVA Centro Ceramico Babahoyo 2, a private company specialized in the sale of construction finishes, which includes a variety of products such as ceramics, porcelain tiles, faucets, sinks, toilets and granite slabs. These finishes are essential elements that are applied to a structure or building once the main construction phase has been completed. The main objective of the research was to identify the marketing strategies that are being implemented at INNOVA Centro Ceramico Babahoyo 2 in the city of Babahoyo. The research is part of the research line: Administrative Financial Management, Tax, Audit and Control, with the Marketing and Commercialization subline. This study is linked to a project of internships and pre-professional practices related to the Management of Managerial and Administrative Processes in the public and private sectors, supervised by a teacher. The methodology used in the research is descriptive, with a qualitative approach. The interview technique was used with a structured questionnaire to obtain specific information on the product, price, promotion and distribution variables. The research results revealed that the company has implemented a strategic marketing mix that contributes to its sustainability, especially in a highly competitive market. The importance of the company director's strategic decisions in his ability to compete effectively in this environment was highlighted. | es_ES |
| dc.description | The research was carried out at INNOVA Centro Ceramico Babahoyo 2, a private company specialized in the sale of construction finishes, which includes a variety of products such as ceramics, porcelain tiles, faucets, sinks, toilets and granite slabs. These finishes are essential elements that are applied to a structure or building once the main construction phase has been completed. The main objective of the research was to identify the marketing strategies that are being implemented at INNOVA Centro Ceramico Babahoyo 2 in the city of Babahoyo. The research is part of the research line: Administrative Financial Management, Tax, Audit and Control, with the Marketing and Commercialization subline. This study is linked to a project of internships and pre-professional practices related to the Management of Managerial and Administrative Processes in the public and private sectors, supervised by a teacher. The methodology used in the research is descriptive, with a qualitative approach. The interview technique was used with a structured questionnaire to obtain specific information on the product, price, promotion and distribution variables. The research results revealed that the company has implemented a strategic marketing mix that contributes to its sustainability, especially in a highly competitive market. The importance of the company director's strategic decisions in his ability to compete effectively in this environment was highlighted. | es_ES |
| dc.description.abstract | La investigación se llevó a cabo en INNOVA Centro Cerámico Babahoyo 2, una empresa privada especializada en la venta de acabados para la construcción, que incluye una variedad de productos como cerámicas, porcelanatos, griferías, fregaderos, sanitarios y planchas de granito. Estos acabados son elementos esenciales que se aplican en una estructura o edificio una vez que se ha completado la fase principal de construcción. El objetivo principal de la investigación fue identificar las estrategias de marketing que se están implementando en INNOVA Centro Cerámico Babahoyo 2 en la ciudad de Babahoyo. La investigación se enmarca en la línea de investigación: Gestión Financiera Administrativa, Tributaria, Auditoría y Control, con la sublinea Marketing y Comercialización. Este estudio está vinculado a un proyecto de pasantías y prácticas preprofesionales relacionadas con la Gestión de Procesos Gerenciales y Administrativos en el sector público y privado, supervisado por un docente. La metodología empleada en la investigación es de tipo descriptivo, con un enfoque cualitativo. Se utilizó la técnica de la entrevista con un cuestionario estructurado para obtener información específica sobre las variables de producto, precio, promoción y distribución. Los resultados de la investigación revelaron que la empresa ha implementado una combinación estratégica de marketing que contribuye a su sostenibilidad, especialmente en un mercado altamente competitivo. Se destacó la importancia de las decisiones estratégicas del director de la empresa en su capacidad para competir eficazmente en este entorno. | es_ES |
| dc.format.extent | 24 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 | Marketing | es_ES |
| dc.subject | Producto | es_ES |
| dc.subject | Precio | es_ES |
| dc.subject | Promoción | es_ES |
| dc.subject | Distribución | es_ES |
| dc.title | Estrategias de marketing en innova centro Cerámico Babahoyo 2 de la ciudad de Babahoyo, periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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