El marketing estratégico y las ventas en la empresa vertical estudio de arquitectura de la ciudad de Riobamba

ABSTRACT: The objective of the study was to determine the influence of strategic marketing on the sales of the company Vertical Studio de Aquatinter in Riobamba. A hypothetical-deductive approach was used, combining quantitative and qualitative methods, the research design was non-experimental, descriptive, and correlational. The research focused on the population comprising the company's director, two marketing and sales staff, and a sample of 40 active customers, and surveys and interview guides were used to collect data. The results showed a mixed perception among the respondents about strategic marketing and sales, additionally, positive aspects were identified such as the effectiveness of promotional campaigns and satisfaction with the purchasing process, but also areas for improvement in the transmission of values and unique proposition, as well as in the presence in social networks. The crucial role of strategic marketing in company growth was highlighted, and Chi-Square analysis revealed that marketing strategies had a significant association with sales. The proposed strategies to improve sales include highlighting the quality and personalization of services, offering competitive prices and attractive promotions, improving customer experience on social media and through personalized service, diversifying distribution channels, and expanding geographically.

• Main Author: Alex Darío, Barahona Santiago (author)
• Format: bachelorThesis
• Language: spa
• Published: 2024
• Subjects: Marketing estratégico; clientes; vertical estudio de arquitectura; posicionamiento.
• Online Access: http://dspace.unach.edu.ec/handle/51000/12446