Estrategias de comercialización en el cyber y papelería “El Parke” en el periodo 2022.
| dc.contributor.advisor | Ortiz Campi, Juan Oswaldo | |
| dc.contributor.author | Suñiga Murillo, Matilde Sulema | |
| dc.date.accessioned | 2023-10-27T17:08:32Z | |
| dc.date.available | 2023-10-27T17:08:32Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14860 | |
| dc.description | Marketing is defined as a set of initiatives and activities designed to drive sales and ensure that a product or service ultimately reaches the consumer. The creation of effective marketing strategies is essential to capture the attention and preference of customers. The objective of this study is to learn about the marketing and commercialization strategies in Cyber y Papelería "El Parke" and how they affect it, thus showing the potential long-term impacts in terms of the lack of design and implementation of advertising techniques or commercial strategies, which are essential to strengthen the presence of the business in the canton Baba and reach a wider audience. A descriptive research methodology was used, accompanied by an interview and a survey as tools for an analysis and scope of results according to the problems studied; therefore, a qualitative research approach was used, also considering the deductive and bibliographic methods. The results enunciated that the business does not have effective marketing strategies and does not make use of digital marketing. As a conclusion, it is argued that the absence of a marketing plan and commercialization strategies by Cyber y Papelería "El Parke" could have long-term negative repercussions for the business and the importance of implementing marketing plans in order to avoid the loss of recognition and market share is highlighted. | es_ES |
| dc.description | Marketing is defined as a set of initiatives and activities designed to drive sales and ensure that a product or service ultimately reaches the consumer. The creation of effective marketing strategies is essential to capture the attention and preference of customers. The objective of this study is to learn about the marketing and commercialization strategies in Cyber y Papelería "El Parke" and how they affect it, thus showing the potential long-term impacts in terms of the lack of design and implementation of advertising techniques or commercial strategies, which are essential to strengthen the presence of the business in the canton Baba and reach a wider audience. A descriptive research methodology was used, accompanied by an interview and a survey as tools for an analysis and scope of results according to the problems studied; therefore, a qualitative research approach was used, also considering the deductive and bibliographic methods. The results enunciated that the business does not have effective marketing strategies and does not make use of digital marketing. As a conclusion, it is argued that the absence of a marketing plan and commercialization strategies by Cyber y Papelería "El Parke" could have long-term negative repercussions for the business and the importance of implementing marketing plans in order to avoid the loss of recognition and market share is highlighted. | es_ES |
| dc.description.abstract | La comercialización es definida como un conjunto de iniciativas y actividades destinadas a impulsar las ventas y garantizar que un producto o servicio finalmente llegue al consumidor. La creación de estrategias de comercialización eficaces es fundamental para captar la atención y preferencia de los clientes. El objetivo del presente estudio es conocer las estrategias de marketing y comercialización en el Cyber y Papelería “El Parke” y cómo estas inciden en el mismo, mostrando así los impactos potenciales a largo plazo en cuanto a la falta de diseño e implementación de técnicas de publicidad o estrategias comerciales, las cuales son esenciales para fortalecer la presencia del negocio en el cantón Baba y llegar a un público más amplio. Se empleó una metodología de investigación descriptiva, acompañada de una entrevista y una encuesta como herramientas para un análisis y alcance de resultados de acuerdo a la problemática estudiada; por lo que se deduce, se empleó un enfoque de investigación cualitativo, considerando también los métodos deductivo y bibliográfico. Los resultados enunciaron que el negocio no posee estrategias de comercialización efectivas y que no hace uso del marketing digital. Como conclusión, se sostiene que la ausencia de un plan de marketing y estrategias de comercialización por parte del Cyber y Papelería “El Parke” podría tener repercusiones negativas a largo plazo para el negocio y se destaca la importancia de implementar planes de comercialización con el fin de evitar la pérdida de reconocimiento y participación en el mercado | es_ES |
| dc.format.extent | 37 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 | Comercialización | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Mercado | es_ES |
| dc.subject | Negocio | es_ES |
| dc.title | Estrategias de comercialización en el cyber y papelería “El Parke” en el periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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